1. To be successful with your brand, you need to recognize that building a solid brand identity is crucial to ongoing customer acquisition and retention. However, many B2B companies fail to establish a strong brand as they approach branding in the same manner as a consumer company. Consider
Kapferer’s Brand Identity Prism and critically explain the statement with two suitable examples

In the modern business world an organisation’s brand image can be as important as the goods or services it produces. A strong brand image is a powerful asset. A recognised and trusted brand identity makes people confident that the organisation is dependable. This is why successful businesses work hard at building their brands and present them in a clear and consistent way.

Brand identity is one of the most important facets of marketing.  Many people believe a logo to define the brand identity of a company, but brand identification is so much more expansive.  Brand identity is the look and feel of a company; yes it’s the logo, but it’s also the association that the consumer creates in their mind for a brand.   Other aspects of brand identity can include: stationary, print media (brochures, books), packaging, coloring, and style. When there is a strong successful brand identity, the consumer can detect the brand without having to see the logo.  Additionally, another important facet of brand identity lies in the flexibility to make changes; the brand must remain recognizable, but should have room for minor tweaks and adjustments to keep the consumer enticed.  Brand identity is an extremely important marketing principle; it is absolutely necessary for a brand to be memorable, identifiable, and notable.

B2B Branding Dimensionsconsiderable amount of marketing analysis and brand planning.However, many businesses are too busy with tactical issues andthus fail to generate the best possible results for their brands. It re-quires understanding of the role of marketing as...

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