Glossary of Branding Terms
The process by which a customer makes a choice between different offers and decides to purchase a particular product or service. The brand plays a more or less important role in this decision, depending on the industry.
In the consumer sector (B2C brands), buyers choose directly between brands – at the physical shelf or in the digital shop. B2B purchasing decisions are based on a more complex process: the entire value chain is considered as comprehensive solution, from the planning of systems or product portfolios to downstream services and ongoing deliveries.
