Branding in the B2B World-New Opportunities

Basics of Branding: A Practical Guide for Managers is a 6-chapter book published in 2013 by the Business Expert Press and written by Jay Gronlund, president and founder of The Pathfinder Group and instructor at New York University. Gronlund provides an in-depth analysis of branding and the requirements of successful brand development. He explores critical concepts including market positioning, brand equity, and content marketing as well as the implications of continuing changes in the market environment due to technology. Using illustrative examples from well-known brands and summarizing important research, he provides practical guidance and insight for both managers and students. In Chapter 5, Branding in the B2B World-New Opportunities (18 pages), the author explains how business-to-business marketers can develop strong brands and increase marketing efficiency by following the branding practices of consumer marketers. He outlines five ways for managers to adopt these practices: First, gain an in-depth understanding of customers. Second, maximize the value proposition. Third, communicate consumer value prevent buyers from demanding lower prices. Fourth, align marketing and sales operations to avoid the more costly and less efficient "silo" mentality. Finally, deepen the consumer relationship to build brand trust and generate loyalty. The author explains key aspects of each best practice and includes practical guidance for application in business marketing.

• Brand positioning
• Consumer behavior
• Branding