The importance of branding and brand architecture is well established in business-to-consumer (B2C) settings. But in business-to-business (B2B) settings, managers tend to believe that personal selling is the key, and brand building tends to be overlooked. However, authors Steve Muylle, Niraj Dawar and Deva Rangarajan argue that B2B branding and personal selling should be seen as complements, rather than as an either/or choice.
Customers may be looking for more than just useful features when they invest in a branded product – they may be seeking a soul-mate! When a radical new product appears on the market it can threaten a company’s relationship with existing customers who may be tempted to change brands. So what makes them consider switching and how does a brand ensure their customers’ loyalty when such disruptions to the market occur?
Kipling is a global brand. But like many other brands, it all started with a start-up. This case discusses the choices that had to be made to make Kipling a large international company. Was franchising the way to go for example? The second part of the case discusses the kick-backs that can mean the end of a company and how this is best dealt with to convert the set-back into opportunity. In short, an interesting story with many learning points!
What impact is the economic crisis having on the Belgian consumer’s buying behaviour? To discover the answer, the Vlerick Brand Management Centre conducted a quantitative study of the Belgian consumer in times of crisis. Here are the results of this unique consumer research initiative.