Using Branding Effectively In Marketing To Small Business
Positioning your brand to win small business customers
William M. Madway American City Business Journals
Much of the discussion about branding focuses on the role branding plays in consumer marketing. Is branding important in the context of business-to-business marketing, more specifically in marketing goods and services to smaller businesses?
Judging by the emphasis on product specifications and pricing that is so prevalent in corporate advertising today, it would appear that building and maintaining strong brand identification is not a priority among business-to-business marketers. As a result of this marketing approach, more...