Characteristics of the brand building on the business (B2B) market

• Main Author: Gligorijević Mirjana
• Format: Article
• Language: English
• Published: Srpsko udruženje za marketing 2011-01-01
• Series: Marketing (Beograd. 1991)
• Subjects: business (B2B) brand; business market; integrated marketing activity; branding tools
• Online Access: http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2011/0354-34711103141G.pdf

This paper analyzes the characteristics of the brand building in the business (B2B) market. Branding strategy at the business market is complex and difficult to implement because of the many limiting factors. Building a brand in the business market is marked by very specific characteristics of industrial products. The value of B2B brands is built through functional characteristics and performances of the product (functional values) and emotional value, which together guarantee the delivery a unique experience of business customers. All marketing mix tools can be considered to be branding instruments. The purpose of this paper is to emphasize the importance of applying a branding strategy on business market.