Cisco started out as a business to business (B2B) firm, with the company growing despite a relativity low level of attention on branding. However, as the firm expanding and entered in to the consumer markets (B2C) branding appears to have become increasingly important. The purpose of branding is perceived as creating value by developing a cluster of functional and emotions associated with a firm's product(s) that will support the intention to purchase among the target market (Leek & Christodoulides, 2011). The differences often seen on B2GB and B2C branding reflect the perceived differences in the way the buying decisions are made. Marketers believe that B2B purchasers decisions are based on a more logical perspective compared to B2C markets (Gomes, Fernandes, & Branddao, 2016). Therefore, branding for B2B firms is based on maximizing the characteristics that are believed will support sales; creating an image of functionality and the ability for the product to serve business needs (Gomes et al., 2016). If B2B making processes are based on logical assessment, using predetermined evaluation tools, then appealing to emotional elements is unlikely to be effective (Gomes et al., 2016). This approach has also been used to argue that branding...
Swani, Brown, & Milne (2014) found evidence this approach was used by B2B firms as they were much less likely to use social media and displayed a greater restrain in use of emotional messages in marketing and branding compared to the B2C market.
Building a Brand: Case Study The difference between creating and developing a brand in a business to business context is dramatically different than building one in that is strictly in the consumer market. The key difference in this type of business revolves around the distinction in the type of audience one is trying to communicate with. With consumers, one is trying to grab their attention and distinguish oneself from one's competitors.
The other competitors of the company are Corporate Express, Inc.,IKON Office Solutions, Inc., Wal-Mart Stores, Inc. And United Stationers Inc. 3. Analysis of potential new entrants Threat of new entrants (Source: Datamonitor,2007) The threats of new entrants into new entrants in this industry are noted to be very string. This is because most of the supplies are in the form of commoditized products that never benefit greatly from the brand loyalty. This
Cisco How is building a brand in a business-to-business context different from doing so in the consumer market? The building of a strong brand for a corporation or organization has become an imperative element in recent times. In particular, there are two main ways of building brands, which include Business-to-Business (B2B) and Business-to-Consumer (B2C). In both these models, branding has to undertake the same tasks. Nonetheless, hinging on the target audience, the
Whereas adult obesity rates have always been present, they have never been so high. What is more worrisome is that youth is becoming increasingly obese. The American Heart & Stroke Association conducted a study, for instance, in which it found the following data to be true: "Among children ages 2 -- 19, about 1 in 3 are overweight and obese (BMI-for-age at or above the 85th percentile of the 2000
Delphi Study: Influence of Environmental Sustainability Initiatives on Information Systems Table of Contents (first draft) Green IT Current Methods and Solutions Green IT and energy costs Green It and Email Systems Green IT and ICT Green IT and ESS Green IT and TPS Green IT and DSS Green IT and other support systems Green IT and GHG reduction Green IT and the Government Sector Green IT and the Corporate Sector Future Prospects of Green IT in the software industry The paper focuses on how the
Cisco vs. Intel The two companies, Intel and Cisco, are both tech giants that focus on hardware. Both of these companies found that, at a certain point, they wanted to shift their marketing to more of a B2C focus, away from their B2B roots. Both companies had become quite large as suppliers of goods on which the Internet economy was built. Cisco specialized in routers and switches, whereas Intel made the
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