B2B Branding: Forbes Marshall Perspective

Brand strategies are core to the B2C Business. In a Market flooded with competition and products with attributes of little differentiation, it's the Consumer's perception about the Product or the Organization that plays a significant role. Hence the leading actions to raise the Brand equity purely focus on Branding. Giant B2C Organizations like Apple, Samsung, Micromax, Sony, LG are working relentlessly towards pursuit of Branding.

When it comes to B2B, unlike B2C, the buyer is often not an individual, but a Group of people from different Departments within an Organization. Typically, personnel from Materials, Stores, R & D, Quality formulate this Group. Also, in many Businesses, especially true to Industrial Marketing, the Product or the Offering is customized to suit the user needs. Hence the parameters of Consumer perception vary greatly in B2B, and these often become person specific. Criteria like price, specifications, delivery time, installation and commissioning, sustained performance, availability of quality spares become key to Customer satisfaction, perception – and thus for Branding too.

Thus, Brand Management takes a relatively back seat in the B2B Business. We will dwell into depths by discussing these aspects specific to Forbes Marshall, an established large scale Organization in Industrial Manufacturing and Marketing – specifically in Energy Conservation by way of improvising Process Efficiency.