When it comes to brand strategy, the basic principles and frameworks for branding are relatively similar between B2B and B2C. However, there are a few characteristics common to many B2B businesses that should be taken into consideration. These characteristics have implications for how brand strategy development needs to be different in B2B.
At its core, brand architecture defines the direct relationships among brands in a business. It describes how a company organizes, manages, and markets its brands. There are many different approaches to brand architecture, impacting how customers perceive your business, how you launch a new product or service, and how to integrate other brands into the existing portfolio.
Brands are in the limelight more than ever before as they struggle for competitive advantage in this era of extreme visibility, rapidly developing technology, and ubiquitous media. Consumers aren’t just making decisions based on product selection or price. They’re now judging what a brand says, what it does, and what it stands for.