Comparative Advancements and Challenges of Branding Strategy in Business-to-Business Scenarios
Автор: Ivy Baroi, Suman De.
Журнал: International Journal of Information Engineering and Electronic Business @ijieeb
Статья в выпуске: 4 vol.15, 2023 года.
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Businesses have evolved with digitization and automation of manual processes through ERP solutions. These solutions fall under the category of being Business-To-Business (B2B) and help its clients to grow with a centralized solution to manage all business functions. It is easier for B2C companies to expand their reach using targeted branding strategies but takes a different approach for B2B companies to expand and grow as a Brand. It not only impacts how to reach a potential market but also impacts talent attraction and evolution into a trusted partner for potential market segments. Considering the case of an ERP company as large as SAP, various strategies are observed to target and attract potential customers as well as retain the existing clientele. This paper explores the concepts of Branding in a B2B scenario for an ERP company with a focus on SAP. It evaluates brand value, positioning, architecture, and expense comparison over the years and delves into a comparative study between SAP and one of its customers (B2C), Nestle, in terms of expenses and profits acquired. It also explores changes in Brand Strategy through Customer Advocacy, the importance of sales and marketing, and response strategies to the COVID-19 pandemic.
Branding, brand strategy, sap, marketing, business-to-business marketing, positioning
Короткий адрес: https://sciup.org/15018878
IDR: 15018878 | DOI: 10.5815/ijieeb.2023.04.03
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