{"id":5002,"date":"2025-01-03T15:57:26","date_gmt":"2025-01-03T15:57:26","guid":{"rendered":"https:\/\/markenfels.ch\/?post_type=glossary&p=5002"},"modified":"2025-02-21T14:32:51","modified_gmt":"2025-02-21T14:32:51","slug":"b2b-branding","status":"publish","type":"glossary","link":"https:\/\/markenfels.ch\/en\/glossary\/b2b-branding\/","title":{"rendered":"B2B branding"},"content":{"rendered":"\n
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What is B2B branding?
\n<\/b>B2B branding is the systematic development and implementation of a B2B corporate brand to support the business success of a B2B company. This is done, for example, by preference formation, price premium, cost reduction and risk minimization.<\/span><\/p>\n

A B2B brand is aimed exclusively at companies. It offers products or services for other companies.<\/span><\/p>\n

How does the purchase decision work in B2B?
\n<\/b>The purchase decision is the process by which a customer makes a choice between different offers and decides to buy a particular product or service. The brand plays a more or less important role in this, depending on the industry.<\/span><\/p>\n

In the consumer sector (B2C brands), buyers choose directly between brands \u2013 at the physical shelf or in the digital shop.<\/span><\/p>\n

B2B purchasing decisions are based on a more complex process: the entire value chain is included in the form of comprehensive solutions, from the planning of installations or product portfolios to downstream service and ongoing deliveries.<\/span><\/p>\n

What role does the brand play in B2B purchasing decisions?
\n<\/b>In B2B, the brand contributes between 2% and 20% to the purchasing decision. In the B2C luxury goods industry, the role of the brand achieves 90% or more.<\/span><\/p>\n

While in B2B innovation industries such as med-tech, the role of brand can be up to 20%, the brand plays a lesser role in the commodity sector (e.g. chemical raw materials), since the standardized quality and availability of the materials are the main focus here.<\/span><\/p>\n

Positioning also influences the role of brand: for premium brands, the brand contributes significantly more to the purchase decision than for low-priced entry-level brands.
\n<\/span>A \u201cRole of Brand\u201d of 2% may seem low. But with a turnover of 100 million, 2 million can be attributed exclusively to the power of the brand.<\/span><\/p>\n

Who particularly benefits from B2B branding?
\n<\/b>Hidden champions that are growing and want to attract new customers and talent can significantly increase their appeal and awareness through a brand refresh.<\/span><\/p>\n

Hidden champions are B2B companies that occupy a leading position in their market segment due to a unique product, service or technology, but are often less known than large brands or companies.<\/span><\/p>\n

What are the most common mistakes in B2B branding?<\/b><\/p>\n