B2B branding

Question 1

2 ways of brand growth

Answer 1

• organic growth: slow, reinvest money into your company
• acquisitions: fast

Question 2

Why buy a brand?

Answer 2

• sell more products at higher prices -> brand equity
• distribution
• market share
• legal protection

Question 3

What external factors affect branding?

Answer 3

• customers
• regulations
• culture (how is the brand perceived)

Question 4

What internal factors affect branding?

Answer 4

• legitimization/internal marketing to employees
• competences
• capacity

Question 5

Benefits and Concerns of Acquisition

Answer 5

+ increasing popular (in medicine: patents, more sales reps)

• high failure rate: cross-country differences

Question 6

3 types of strategic decisions with acquisition

Answer 6

• keep the acquired brand -> Unilever + B&J
• merge the acquired brand -> AstraZeneca
• integrate the acquired brand -> Philips + Whirlpool

Question 7

What is a brand?

Answer 7

name, term, design, symbol -> something that identifies the goods/service from another brand

Question 8

Brand vs. Trademark

Answer 8

Brand: commercial potential
Trademark: legal aspects

Question 9

B2B branding

Answer 9

• facilitate identification of products or businesses
• differentiate them from competitors
• value dimension: functional and value-maximizing -> buy things to make more money
• fewer but deeper customer relationships than B2C

->B2C: emotional and symbolic value

Question 10

Brand equity

Answer 10

= a set of liabilities and assets linked to a brand
- the brands ability to make money for its owner

brand image + brand awareness

Question 11

brand equity transfer

Answer 11

• a company acquires and integrates a brand
  goal_ transfer the brand equity of the acquired brand to the corporate brand
• retain awareness + image

Question 12

Internal and External Issues:

Answer 12

• employees were critical or positive
• customers had problems or were ok with rebranding