26
Branding
26.1 BRANDING IS NOT UNNECESSARY IN B2B CONTEXT, IT IS DIFFERENT
26.1.1 Construction Projects
It is a myth that branding is necessary only in B2C. Brand is the encapsulation of a company/product’s identity. It is the distillation of all the descriptors associated with the product. Brand always matters, whether B2B or B2C. I often give the following exercise to a class – ‘Suppose you have a 100 crore real estate project. There are four contenders for the project—A, B, C and L&T (A, B and C are competitors). Who, in your view, is likely to bag the project?’ A big bunch of the participants vote for L&T. Then I ask them how they know that the others cannot deliver the same project. They did not form an opinion based on facts. They ...
Get Marketing,that works in India now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
