Relevance and Creation of Strong Brands for B2B Markets
Relevance and Creation of Strong Brands for B2B Markets
复制标题
B2B 市场的相关性和强势品牌的创建
DOI：
10.1177/0256090920140407
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发表时间：
2014
期刊：
影响因子：
--
通讯作者：
S. Sarin
中科院分区：
文献类型：
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作者：
S. Sarin
从事 B2B/工业产品和服务营销的营销人员要么没有认识到，要么忽视了强势品牌的力量。正如 Kotler & Pfoertsch (2006) 所观察到的，关于创建强大的 B2B 品牌的著作并不多。印度等新兴经济体的情况与全球情况类似。重新审视作者未发表的博士论文（Sarin，1990）证明，品牌作为一种理念在 B2B 市场的营销传播文献中已经休眠了几十年。该论文的主题是 B2B 市场的非个人通信元素 (NPCE)，通信元素包括印刷广告、贸易展览、研讨会、广告牌、直邮广告、产品和企业宣传册、网站和电子邮件。营销文本将它们称为品牌元素。 “品牌”这个词在论文中一次都没有出现，这是一个令人震惊的发现。看来直到 1990 年，世界各地的大多数 B2B 营销人员要么不了解品牌驱动型业务的力量，要么忽视它。但 1990 年后，B2B 品牌场景似乎发生了明显的变化。
T he power of strong brands have either not been recognized or have been ignored by the marketers engaged in marketing of B2B /Industrial goods and services. As observed by Kotler & Pfoertsch (2006), not much has been written to create powerful B2B brands. The situation in the emerging economies like India is similar to the global situation. A revisit to the author’s unpublished Ph.D thesis (Sarin, 1990) vindicates that brand as an idea was dormant in the marketing communications literature for B2B markets for several decades. The thesis was on Non Personal Communication Elements (NPCE) for B2B markets, the communication elements including print advertising, trade shows, seminars, hoardings, direct mailers, product and corporate brochures, websites, and e mails. Marketing text refers to them as branding elements. That the word ‘brand’ did not appear even once in the thesis was a shocking discovery. It appears that till 1990, majority of the B2B marketers, world over, were either ignorant of the power of the brand-driven businesses or were ignoring it. But post-1990, there seems to have been a noticeable change in the B2B brand scenario.