There is mounting evidence suggesting brands are just as important in the B2B world. While the basic principles and frameworks for branding are relatively similar between B2B and B2C, there are a few characteristics common to many B2B businesses that should be taken into consideration.
Chapter 10 of The Indispensable Brand articulates the differenes between B2C versus B2B in brand strategy. It also outlines five “generalizations” about the nature of B2B businesses that have implications for branding.
