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1 2010 Program MRIA Webinar Series. Making B2B Branding Research More Effective.

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1 2010 Program MRIA Webinar Series
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Page 1: 1 2010 Program MRIA Webinar Series. Making B2B Branding Research More Effective.

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2010 Program

MRIA Webinar Series

Page 2: 1 2010 Program MRIA Webinar Series. Making B2B Branding Research More Effective.

Making B2B Branding Research More Effective

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BIOGRAPHY COURSE INSTRUCTOR Ruth Lukaweski:

Over 30 years experience in B2B research including B2B branding and marketing.

Research specialist – business branding and research. Member – B2B Board (MRIA). Editor of B2B Reporter (VUE Magazine). Creator: B2B Learning Series; B2B International Webinar

Series. Blogger -- CMA

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Overall Objectives

Share challenges in doing B2B branding research. Demonstrate the role of research in B2B branding

model. Show how researchers can assume more control of

their role in business branding.

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RATIONALE Market research is NOT part of the B2B branding

(or marketing) equation.

Situation analysis – current role of market research in the “branding model”.

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KEY TO SUCCESS -- B2B BRANDING RESEARCH

Ensure that market researchers:

I. Have a better understanding of the dynamics of the B2B branding process:

i. B2B versus B2C Branding – Vive La Difference

ii. Principles of B2B Branding – Check List for Success

iii. B2B Branding Trends – The Changing Landscape

II. Understand the B2B branding research process:

i. Framework for B2B branding -- The right “ingredients” – defining, structuring and prioritizing the information requirements.

ii. Identifying research options at each stage of B2B brand development process.

Page 7: 1 2010 Program MRIA Webinar Series. Making B2B Branding Research More Effective.

B2B Versus B2C BrandingVive La Difference!

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Page 8: 1 2010 Program MRIA Webinar Series. Making B2B Branding Research More Effective.

B2B Versus B2C BrandingVive La Difference!

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B2B “Branding” B2B “Marketing”

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B2C versus B2B “Marketing” Purchase dynamics – buying for individuals

or households.

Simple products.

No major product changes – line extensions (e.g. flavour changes).

Technical changes (product).

Basic product values do not change – e.g. taste.

Consumer expectations – consistent.

Target group focus – main buyer and household.

Purchase dynamics –organizational buying.

• Complex and complicated products.

“Revolutionary” product changes can

be – new categories.

Product changes impact target groups.

Changing product values – e.g. desktop to “luggable” to portable to notebooks.

• Target audience expectations evolve.

• Multiple target audiences.

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B2C versus B2B Branding Internal orientation of

emotions – towards self-image of the consumer.

How brand makes you feel about yourself, your family, your home.

Outward orientation of emotions – towards the brand (image of product or service): Focus on how you feel about

the brand: Emotional connection to… Essence of the brand. What the brand stands for.

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B2C versus B2B Branding More focussed –

emotional connection:

Brand imagery – more consistent.

Balance – emotional and rational: Emotional side – e.g. brand/corporate

personality. Imagery is inconsistent.

Rational side – features and benefits.

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B2C versus B2B Branding

Focussed on brand:

Brand imagery is a priority.

Focussed on category and brand:

Category features + benefits related to brand image.

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B2C versus B2B Branding

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B2C versus B2B Branding Benefits to self and

household: Benefits to organization:

Executives and management. Managers. End users.

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B2C versus B2B Branding Allows for brand

variation – extensions and sub-brands:

Integrated branding – across stakeholders and company and regions.

Emerson Electric

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B2C versus B2B Branding Globalization – brand

choice reflects national culture:

Internationalism – less need to adapt to specific markets:

Consistency and integration across markets and regions is essential.

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• Bell Sympatico = Bell Internet• Bell Mobility = Bell Mobility• Bell ExpressVu = Bell TV• Bell Residential = Bell Home

Phone

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B2C versus B2B Branding

Importance of branding:

Risk reduction – less important to B2C (13%)

Added value – highly important to B2C (40%).

Importance of branding:

Risk reduction – more important to B2B (45%)

Added value – less important to B2B (14%).

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B2C versus B2B Branding

Supply chain is uni-dimensional: Retailer = public face.

Role of target audience + supply chain under-estimated: Determine influence of supply

chain.

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Dynamics of B2B Branding -- The Framework

“Essence” of the Category vs. “Soul” of the Brand

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• From a B2B point of view…

“Essence” of the category = category profile. “ Soul” of the brand = brand profiles + brand

differentiators.

● Reflects two-stage B2B purchase process.

“Essence” versus “Soul”

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B2B Category/Brand Purchase Dynamics

• YOUR B2B brand competes with brands in the same category.

• YOUR B2B brand competes with brands in different categories.

Selling the category + the brand.

Need to profile two or three categories.

Invest in understanding purchase dynamics – who buys, who

influences purchase decisions.

Category profiles “basis” for brand image profiles.

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Competitive Profile – Basement Waterproofing and Insulation(Among Residential Home Builders)

• Tar • Unbranded

• Applied Rubber Membrane Sprays • Rub-R-Wall• Grey Wall• Poly Wall• Tuff-N-Dri• Tough Kote• Markote• Marflex• Ultra Shield• Watch Dog

• Air Gap Protection and Drainage Systems • Cosella-Dorken• Air Gap International

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“Essence” of the Category – Four Ingredients of Category Profile

• PRODUCT VALUES – e.g. Quality; Reliability

• CORPORATE VALUES – e.g. Reputation

SERVICE/SUPPORT VALUES – e.g. Technical Support

• PRICE/COST VALUES – e.g. Cheaper

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“Soul” of the Brand

Brand Profiles Brand Differentiators

• Product Image

• Corporate Image

• Service/Support Image

• Cost/Price Image

• Identify:

• Elements to support “core” brand

image strengths.

• Emotional component – how target

audience “feels” about the brand.

• Brand personality.

• Knowledge component – what target

audience(s) “know” about the product

and the brand.

• What brand stands for – “soul” of the

brand.

Competitive Image Profile –

Image Strengths/Weaknesses

Relative to Competition >>>

unique image strengths.

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“GENERIC” PROFILE OF CATEGORY VALUES

Product Values

• Examples of Product Values:

• Quality• Reliability• Performance• Features

• Tangible Benefits• Intangible Benefits

Corporate Values

• Examples of Corporate Values:

• Reputation• Trust• Geographic Coverage• Been Around a Long Time

• Tangible Benefits• Intangible Benefits

Service/Support Values

• Examples of Service/Support Values:

• Service• Follow-Up• Delivery• Sales/Marketing• Other (e.g. Warranty)

• Tangible Benefits• Intangible Benefits

Cost/Price Values

• Examples of Price/Cost Values:

• Cheap/Expensive• Discounts• Maintenance Costs• Repair Costs

• Tangible Benefits• Intangible Benefits

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SAMPLE PROFILE OF CATEGORY VALUES – E.G. COMPUTER NETWORKING & DATA SERVICES

Product Values

• RELIABILITY – Reliable network >>> not go down.

• “Available when I go online”.

• Tangible Benefits:

• No complaints or errors; no downtime.

• Intangible Benefits:

• Keep customers; Stay in business; keep my job.

• QUALITY -- Quality of transmission >>> clear transmission.

• “Few problems or kinks...No interruptions... High quality streaming”.

• Tangible Benefits:

• Function efficiently; no transmission errors.

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Cedar Wood Deck Composite Deck

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Category Image Profile – Composite Deck Materials Among Deck Builders

Wood Composites

Corporate Values

• Visibility • Popular; visible; standard • Less visible; less popular but well advertised

• Familiarity • Been around a long time; familiar • New; not as well known

Product Values

• Durability • Lasts 25 Years • Lasts 40 Years

• Maintenance • Hard To Maintain (Cleaning) • Easy To Maintain (No Cleaning)

• Durability of appearance • Short Term • Long Term

• Composition • Natural • Synthetic/ Environmentally Friendly

Cost/Support Values

• Price • Cheaper • More Expensive

• Service/Technical Support/ Training

• No Support • Requires Technical Support/Training

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Category Image Profile – Composite Deck Materials Among Deck Builders

Composites Benefits

Corporate Values

• Visibility • Less visible; less popular but well advertised

• More visibility makes it easier to sell; homeowners feel more comfortable.• Advertising shows support for dealers.

• Familiarity • New; not as well known.

Product Values

• Durability • Lasts 40 years • Time saving.• More time to enjoy your deck; enjoy your home.• Deck becomes an accessory – home decor

• Maintenance • Easy to maintain (No cleaning)

• Durability of appearance • Long term

• Composition • Synthetic/ Eco-friendly • Make you feel good about yourself; contribute to environment

Cost/Support Values

• Price • More expensive

• Service/Technical Support/ Training

• Requires technical support; Training/ Marketing support

• Relationship with deck builders. – cost savings; productivity.

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Brand Image Profiles -- Composites Among Deck Builders

Composites Trex Others

Corporate Values

• Visibility • Less visible; less popular but well advertised (Marketing Support) **** *

• Familiarity • New; not well known **** *

Product Values

• Durability • Lasts 40 Years * *

• Maintenance • Easy to Maintain (Cleaning) * *

• Durability of appearance • Long term * *

• Composition • Synthetic/Eco-Friendly *** *

• Product Appearance • Lots of selection (colours/ accessories)

* *

Cost/Support Values

• Price • More Expensive * *

• Service/Technical Support/ Training

• Technical Support/ Training**** *

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Trex brand differentiators:

• Trex brand image strengths:

• Visibility and popularity – supported by strong consumer advertising.

• Eco-friendly – supported by new logo design; new slogan.

• Technical and marketing support – supported by strong dealer program and strong advertising.

• Product appearance – colour selection; accessories.

• What brand stands for (soul of the brand) – market leader; #1.

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Product ValuesCorporate

ValuesService/ Support

ValuesPrice/Cost Values

I. Category Profile

Based on needs and requirements of target audience(s) Reflect target audience priorities Establish target audience benefits Basis for developing framework for brand image profiles.

II. Brand Differentiators

Brand A versus Brand B…

Brand image profile: Product Image Corporate Image Service/Support Image Price/Cost Image

Competitive image profile >>> competitive strengths/ weaknesses ..

• Brand differentiators:• Support for Image Strengths• Brand personality.• Emotional connection.• What brand stands for.

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Principles of B2B BrandingThe Road To Success

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I. Power of the Corporate “Sell”

Corporate image:

Under-rated

Under-estimated Under-developed

Should be leveraged as much as product!

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Power of the Corporate “Sell” –

Corporate Image Profiles

Financials – financial stability; profitable.

Reputation – well known; long term; visible.

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Corporate Image Profiles

Management Style – innovative; forward-thinking

Responsible – environmental; social.

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Corporate Image Profiles

History, heritage:

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Corporate Image Profiles

Status – market leader; global presence.

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Challenges

“Unique” set of corporate motivators – by industry.

Hard to link “specific” target audience benefits to corporate strengths.

Harder to develop a corporate personality (eg. PC versus Mac).

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Challenges

“Corporate” story plays out BEST in

communication strategy. Hard to separate “corporate” from “product”

image.

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II. Beyond Brand Awareness… Build multi-dimensional experience and

awareness profile: Aided/unaided brand awareness. Source of awareness. Associations. Familiarity and knowledge. Visibility. Experience:

Primary - personal Secondary – seeing/hearing about Cross category experience

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Beyond Brand Awareness…

Brand Re-Positioning For A Logistics Company – Among Customers

• 100% of clients associated company with core business.

• Competitive profile – 29 consultancies.• ¼ directly competitive in core business area.

• Extremely/Very Familiar with company – 63%

• Somewhat Familiar – 37%

• Degree of exposure:

• Lot of exposure to staff /partners versus range of services offered (company).• More “informal” versus “formal” exposure.

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III. Power of “Insight” B2B decisions characterized by

“rationalizations”:

#1 - Safety is the #1 priority for industrial ladders – but construction sites are “low accident” environments.

“Threat of liability has huge implications”.

#2 - Deck builders emphasize importance of “durability” for composite deck materials.

“Durability of appearance versus durability of the materials.”

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IV. Benchmarking Capturing the industry perspective:

Industry trends. Image of the industry. Thinking outside the “box”.

 IMAGE OF PHARMACEUTICAL INDUSTRY

“Dedicated to illness rather than to prevention and health issues.”

“They are seen by some as being secretive.”“They are associated with being too profit-oriented.

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Challenges of B2B Branding Research

• Market structure varies dramatically – too few or too many market leaders.

• Poor brand development – brand awareness and imagery; low level of knowledge of market.

• Poorly defined competitive profile – especially brand image profiles.

• No previous research; no category and brand framework.

• Confusion – between B2B marketing and B2B branding.

• Manage expectations – category and brand perceptions (all stakeholders).

• Budgetary constraints.


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