Professional Documents
Culture Documents
Written by:
FREDERICK E.WEBSTER,Jr
Henry Steward publications 1409-1803 brand management vol. 11, NO.5, 388-402 may 2004
100183049
CONTENT
1. Introduction 2. The contexts from the lessons were applied in this research journal. 3. The research objectives. 4. Evidences supporting the research questions. 5. The findings. 6. Conclusion. 7. The further research innovations.
1.INTRODUCTION
Most of discussions of branding are put on consumer marketing. In fact that consumer brands dominate the mass media to which people are showed on a daily basis. However, it is wrong to suppose that branding is not as important and valuable to industrial marketers as it is to consumer marketers. Through this journal A roadmap for branding in industrial markets, the authors: Frederick and Kevin already have illustrated this.
2.THE CONTEXTS FROM THE LESSONS WERE APPLIED IN THIS RESEARCH JOURNAL.
The lessons from Chapter 7: Analyzing business markets: what is organizational buying and participants in the buying process; types of buying situation.
Chapter 8: Identifying market segments and targets: the steps in segmentation process.
Chapter 9: Creating brand equity: the role of brand.
Examining the similarities and differences between consumer and industrial brand.
Assessing the somewhat unique role of branding in the success of B2B marketing. Integrating relevant concepts from branding, industrial marketing strategy and organizational buying behavior.
4.2.2 HOW ARE YOUR PRODUCTS AND SERVICES CLASSIFIED IN INDUSTRIAL MARKETS?
Industrial goods can be belong to this following: raw materials; processed materials; component parts; subassemblies; light equipment; heavy capital equipment; construction; maintenance, repair and operating supplies. Services can be further categorized to include financial, logistical, medical, educational, maintenance and repair, management consulting, marketing, technical, data-processing and information management, and a host of other services. Some services are bought in connection with the purchase, installation and operation of physical products, while others are stand-alone or intangible services such as tax advice or investment banking.
4.2.3 WHAT IS YOUR ROLE IN THE BUYING DECISIONMAKING UNIT? HOW DO YOU INFLUENCE ON THE BUYING PROCESS OF ORGANIZATION? The buying decision-making unit (DMU) is often called the buying centre. Several individuals can occupy a given role, and one individual may occupy multiple roles. The buying centre may include people outside the target customer organization, such as government officials, consultants, technical advisors and other members of the marketing channel. Some members of the buying centre may have the authority to decide on behalf of the organization. Others may have veto power and the ability to overturn any decision made by another individual or the buying group. There will be some kind of a group-decision-making rule such as consensus or one man one vote.
5.
THE FINDINGS.
1) The role and importance of branding should be attached directly to the industrial marketers profit model and valuedelivery strategy. 2) Understand the role of the brand in the organizational buying process. 3) Be sure the basic value matter has relevance for all significant players in the decision-making unit and decisionmaking process. 4) Emphasize a corporate branding task. 5) Build the corporate brand around brand intangibles such as expertise, trustworthiness, ease of doing business and likeability.
5.
THE FINDINGS.
6) Avoid confusing corporate communication strategy and brand strategy. 7) Apply detailed segmentation analysis within and across industry-defined segments, based on differences in the composition and functioning of buying centres within those segments. 8) Build brand communications around the interactive effects of multiple media. 9) Adopt a top-down and bottom-up brand management approach. 10) Educate the entire organization as to the value of branding and the organizations role in delivering brand value.
6.
CONCLUSION.
The recently large increasing in interest in brand equity and brand strategy has had an impact on industrial marketing as B2B marketers giving attention to their corporate names and products. The uniqueness of the organizational buying process, must be taken into account in developing a sound industrial branding strategy.