B2B brand
A B2B brand or business to business brand is a brand of business customers and sub-contractors of a company.
Specific characteristics of a B2B brand:
- In most cases addressed to a decision-making body (e.g. buying center) but not to single persons
- In most cases a manageable number of addressed target subjects
- Often requires basic technical understanding of customers
- Longer procurement processes than with B2C brands
- No satisfaction of the buyer’s personal needs but of the company’s requirements and needs
- In most cases purposive or targeted but seldom personal relations to B2B brands
- Decreasing marketing periods due to increasing innovative power of B2B brand providers and technical requirements of customers
See also:
Brand analysis
B2B research
