This is a research summary of what is B2B branding all about and how managers can make use of this information to get more business.

1. AN EXPLORATORY
LITERATURE REVIEW TO
IDENTIFY THE ELEMENTS
OF B2B BRANDING
S P E C I A L S T U D I E S _ A N C H I T W A L I A
Anchit Walia –
13125007Om shri Krishna sharnaye Gachhami

2. PROJECT TIME LINE
S P E C I A L S T U D I E S _ A N C H I T W A L I A
Brand relevance
Secondary Literature review
Questionnaire
Statistical Analysis
Defining the term
Next
Semester
Till Date

3. FIRST LOOK AT B2B MARKETS
S P E C I A L S T U D I E S _ A N C H I T W A L I A
Hard Facts
Costing
Delivery
Product Specifications
Support Services
Product Performance
Reject the relevance of Brands & Branding
Involves rationality of Buying Centre
Source :
Understanding the Role of Brands in Business and Consumer Markets
Managing industrial brand equity Developing tangible benefits for intangible benefits
3

4. B2B BRAND : GLOBAL STUDY
1/14/2015S P E C I A L S T U D I E S _ A N C H I T W A L I A
27
73
Top 100 Global
Brands
B2B
B2C
43
42
41.5
42
42.5
43
43.5
WoMI
B2B
Global
Brands
61
39
Revenue
B2B
B2C

5. BRANDING IN B2B
S P E C I A L S T U D I E S _ A N C H I T W A L I A
Branding sits at the core industry’s philosophy.
Technical personnel are prone to brand specification in their preferences.
(Industrial Buyer Behavior, HBS, 1989)
Price is found to have weakest potential for differentiation (Ulaga &
Eggert 2006a)
Existence of customer perception of superior value in Industrial Markets
(Judith, Mylles & Hill 2010)
Mudambi 2002, in his survey of industrial buyers, found that 37% of these
were Brand receptive
5

6. MARKET DATA FINDINGS
S P E C I A L S T U D I E S _ A N C H I T W A L I A
 Industrial buyers are not price conscious
 Industrial buyers are rational
 Industrial distributors are willing to sell a product by a well known company
 Companies with high reputation, market share charge premium price
 Some intangible factors like country of origin as well as the brand name play an
important factor in industrial purchase
 Large companies having larger budgets go for the branded products

7. S P E C I A L S T U D I E S _ A N C H I T W A L I A

8. FEW TOP VALUABLE B2B BRANDS: BRANDZ 2014
S P E C I A L S T U D I E S _ A N C H I T
W A L I A
8
Source :
Millward & Brown: The BrandZ™ Top 100 Most Valuable Global Brands 2014

9. LITERATURE REVIEW & FINDINGS
Factor Literature Review Description
Product Performance Personn 2010; Beverland,
lindgreen, ferrelley 2007;
Zaichkowsky , Parlee, Hill
2010; Herbst & Merz 2011;
Mudambi 1997; Sweeney
2002; Bendixen 2004
Proven performance; ease to
install & upgrade; total
solution; customization
Distribution Zaichkowsky, Parlee, Hill
2010; Mudambi 1997; Low &
bloiss 2002; Sheena 2011;
Zablah 2010; Bendixen 2004;
Personn 2010; Bukasa,
Abratt 2003; Keller 1998
Delivery speed; lead time;
reliability; availability; ease of
ordering & payment;
minimize costly disruptions
S P E C I A L S T U D I E S _ A N C H I T W A L I A

10. S P E C I A L S T U D I E S _ A N C H I T W A L I A
Services Baxter & matear 2004; Mudambi
2002; Cretu & Brodie; Zablah
2010; Bendixen 2004;
Zaichkowsky, Parlee, Hill 2010; Kim
& Hyun 2010; Herbst & Merz 2011;
Chen, Su, Lin 2011; Personn 2010
Technical support; design;
training; financial services;
development support;
information services; after
sales services
Company Image Zaichkowsky, Parlee, Hill 2010;
Mudambi 1997; Gross 1994;
Sheena 2011; Bendixen 2004; Kim
& Hyun 2010; Beverland 2010;
Backhaus 2011; Zeithaml 1988;
Levit 1995; Personn 2010
Stability; success;
credibility; social
responsibility; history; size;
leadership; experience;
country of origin; staff
employed
Product Quality Mudambi 1997; Zaichkowsky,
Parlee, Hill 2010; Sheena 2011;
Bendixen 2004; Christodoulides
2010; Herbst & Merz 2011; Chen,
Su, Lin 2011; Personn 2010
Value; features; innovation;
competence;

11. Relationship Zaichkowsky, Parlee, Hill 2010;
Sheena 2011; Lindgreen,
beverland, Farrelley 2011;
Noordhoff; Bendixen 2003;
Persson 2010; Walter et al 2003;
Ulaga & Eggert 2005; Kuhn,
Alpha & Pope 2008
Sales team rapport;
interpersonal relations;
information sharing;
cooperation; partnership;
long term effect; Sales
force relationship
Credibility Herbst & Merz 2011; Zeithaml
1988; Shaw et al 1989
History; experience;
Word of Mouth;
reputation; expertise;
product image
Risk Reduction Mudambi 2002; Sheena Leek
2011; Kotler 2006; Backhaus,
Steiner, Lugger 2011; Zablah,
Brown 2011
Customer Satisfaction Ulaga & Eggert 2006a; Low &
Blois 2002; Sheena Leek 2011;
Herbst & Merz 2011;
Technology; drive;
integrity; perceived
benefits
S P E C I A L S T U D I E S _ A N C H I T W A L I A

12. S P E C I A L S T U D I E S _ A N C H I T W A L I A
Competence Baxter & Mataer 2004;
Michell, King & Reast 2011;
Backhaus, Steiner, Luggger
2011; Chen, Su, Lin 2011
Product quality; performance;
innovation; time
Commitment & Trust Burmann, Schoffer &
Maloney 2008; Mudambi
1997; Sheena 2011; Herbst
& Merz 2011; Noordhoff;
Backhaus, Steiner, Lugger
2011
Reliability; embedded ties;
stability; product image; It is
inbuilt with Product,
distribution & services
Country of Origin Agarwal & Teas 2010;
Bendixen 2003; Chen, Su,
Lin 2003; Mudambi 1997
Knowledge; staff employed;
culture; country reputation;
stability
Awareness Dawar & Parker 1994;
Backhaus, Steiner, Lugger
2011; Zeithaml 1988; Keller
1998; Aaker 1996

13. S P E C I A L S T U D I E S _ A N C H I T W A L I A
A brand for a B2B firm is an intangible asset that supports the rational
behind a purchase decision in B2B market.
B2B Brand
Product
Category Parity
Differential
Potential
Customer
Perceived
Value
Price Premium
Brand Loyalty
Positive Word
of Mouth
Network
Cooperation
Effects of Branding: A Model Proposed by Dr. S.S.Mishra

14. SCOPE & FURTHER RESEARCH
S P E C I A L S T U D I E S _ A N C H I T W A L I A
 To identify the most significant factors in the B2B
marketing which act as “decision influencers” in the
Industrial Buying Cycle
 Test the significance of these factors and use the
most significant of them to define the term “B2B
Branding”

15. S P E C I A L S T U D I E S _ A N C H I T W A L I A
Feedbacknk

16. DECISION INFLUENCERS
S P E C I A L S T U D I E S _ A N C H I T
W A L I A 16
Buying
Center
Buying Situation
•Straight Rebuy
•Modified Rebuy
•NewTask Soft Facts
•Security/Risk Reduction
•Relationships
•Trust
•Time Pressure
•Image Benefits
Hard Facts
•Price
•Features/Functionality
•Quality
•Delivery
•Service
Environmental Organizational Interpersonal Individual
•Level of demand
•Interest Rate
•Competition
•Political
developments
•Technological
developments
•Objectives
•Policies
•Procedures
•Systems
•Organizational
Structures
•Interests
•Authority
•Status
•Empathy
•Persuasiveness
•Job position
•Age
•Income
•Personality
•Culture
•Attitude towards
risk

17. Brand
Loyalty
Corporate
image
Awareness
Trust
Product
Quality
Relationship
Personn 2010;
Mudambi 2002;
Sheena 2010;
Noordhoff;
Zaichkowsky et
al 2010;
Mudambi 1997;
Personn 2010;
Zaichkowsky et
al 2010;
Humphreys &
Williams 1996
Maloney 2008;
Ulaga 2006;
Herbst & Merz
2011;
Noordhoff;
Backhaus 2011
Dawar & Parker 1994; Backhaus
2011; Zeithaml 1988;Keller 1998;
Aaker 1996; Mudambi 1997
Zaichkowsky et al
2011; Chen, Su,
Lin 2011;
Mudambi 197; Kim
& Hyun 2010;
Levitt 1995;
Balmer 1995

18. Price
Premium
Product
Solution
Distribution
Services
Familiarity
Relationship
Company
Persson 2010;
Hutton 1997;
Bendixen 2004;
Persson 2010;
Mudambi 1997;
Aaker 1996;
Persson 2010;
Mudambi 2002;
Cretu & Brodie 2007;
Persson 2010;
Aaker 1996;
Hutton 1997;
Persson 2010;
Mudambi 1997;
Beverland et al
2004;
Kuhn, Alpha &
Pope 2008
Persson 2010;
Beverland et al
2004;
Mudambi 2002;
Zablah et al 2010

19. KEY ELEMENTS
S P E C I A L S T U D I E S _ A N C H I T W A L I A
1. Corporate brand
2. Credibility
3. Staff Employed
4. Sales force relationship &
Knowledge
5. Corporate relationship
6. Competence
7. Attitude
8. Satisfaction
9. Trust
10.Commitment
11.Quality
12.Reliability
13.Reputation
14.Expertise
15.Sales team rapport
16.Product image
17.Corporate financial stability
18.Country of Origin
19.Risk
20.Product Performance