Essay on Case Study Intel and Cisco

1888 Words Mar 2nd, 2013 8 Pages
Question no 1:
How is building a brand in a business to business context is different from doing so in the consumer market?
Building a brand in ‘Business-to Business’ context:
Business-to-business (B2B) describes commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer. Contrasting terms are business-to-consumer (B2C) and business-to-government (B2G). B2B (Business to Business) Branding is a term used in marketing.
Building a strong brand that is able to set a company apart from other business is always an important job. However depending on who the intended client is determines how the company will build their brand. A brand is defined as a name,
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Constructing a brand in a business-to-business also requires awareness or educational building activities. Cisco launched a television ad campaign to educate the consumer. In those ad campaign facts about the power of the internet where revealed to viewers in a series of questions. The target audience in a business-to-business is small and focused. In 2003, Cisco targeted corporate executives and IT decision makers to sell their products.
Building a brand in ‘Consumer’ market:
Erecting a brand in a consumer market is more product-driven than relationship driven than the business-to-business marketing. Consumer branding utilizes a different thought process and marketing campaign. Consumer brand awareness can often be one of the root causes that drive purchasers to buy a product. Often this can be even determined by the popularity of the brand or if the brand shows individual prosperity. For example, clothing brands are often sought after by teens due to the popularity of the brand at a school. Additionally consumer

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