See how research insights can deliver a resonant, differentiated and authentic brand positioning.
‘Brand’ has become a dirty word in some circles. It’s seen as a fluffy concept, the preserve of FMCG marketers and no more than jargon for a logo. Many simply don’t see ‘branding’ as relevant to B2B organisations. We disagree!
This paper on B2B branding research:
- Defines what a brand is and why it matters to B2B companies
- Outlines the commercial benefits of having a strong brand
- Identifies the seven key features of a strong brand
- Details a three step process to measuring brand perceptions