Why B2B Branding?

Brands facilitate the identification of products, services, and businesses and differentiate them from competition.

They are a guarantee of quality, origin, and performance,increasing the perceived value of the customer and reducing the risk and complexity involved in the buying decision.

Brand feelings : customers’ emotional responses and reactions to the brand and the company
As the customer experiences successful interactions in each of the components of product value the customer perceives there to be real benefit in continuing with that supplier.
As the sense of value in these interactions continues to grow, customers develop a sense of trust

The final step Brand relationships brand response is converted to loyalty relationships between the customers and brand, based on trust and confidence.

STRATEGIES
Create a brand mantra.
Build on reputation of the brand and develop sub-brands that capitalise on the credible corporate name.
Brand should incorporate points of difference & points of parity to target customer segments and communicate value. Therefore firm can command premium price for a strong brand.
Have a sharp communication strategy.

Customer value proposition
Points of difference and parity help the marketers of IFF to understand their consumers needs which will ultimately lead to defining value from consumer perspectives and convert this information into required specifications.
Product Quality & Value Creation
Company needs to significantly improve the quality of its products in order to differentiate itself from the competitors.
Market- perceived quality affects the overall value of company's products.
Value = Perception of Price, Performance & Service.
This leads to increased customer loyalty due to increased trust in the brand.

Using sustainability to create value:
Company should embrace