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BRANDING: The role of branding

The growing importance of branding in B2B revealed

The subject of branding attracts a lot of professional attention these days, not just within the consumer sector, but increasingly amongst businesses further along in the value chain. Despite the growing interest, B2B brands are not as highly regarded as their consumer-facing relatives and often play just a supporting role in the business.

There are many different reasons for this. Some come with the territory and are therefore inescapable. All too often however, the constraints are self-imposed by management that doesn't recognise what branding can contribute. As Accenture concluded in a 1000-company study, many B2B companies are under-marketing themselves. Could your company be one of them?