Branding - Importance of Branding a Product

Branding and Marketing

Marketing is the overall umbrella, so to speak, with branding being part of the mix.

Firstly, you create a brand (name, logo, treatment) and you standardize it. To protect it,you should trademark it. Initially, any and all materials or applications you create with this brand, you need to make sure it is consistent in look/feel/color, etc....so that you are not only re-enforcing the trademark but you are also establishing awareness among your customers/ clients/ consumers.


Tools - advertising in print, internet, TV, collateral materials, etc. It just depends on on
your market, target demographic, objectives, strategies and product.


Marketing is the entire process of developing, promoting and selling products or services.
Branding is a component of marketing.


Brands are unique and differentiated sets of associations that create relationships with
intended targets. Why are they important to customers and prospects?

-They create convenient “shortcuts” to decision making.
-They create expectations about the product and service experience.
-They create expectations about quality about quality and value.
-They help manage uncertainty by ensuring the predictability of outcomes.
-They help users express themselves.
-They are vehicles through which users align themselves with ideas, principles, values and

benefits that are important to them.

A Brand is not advertising, a logo or a positioning line (“Just Do It”, for example). It is
more than just a product name. A Brand is a covenant with the customer. This covenant must
convey a series of expectations and a predictability which, when consistently met, sets up
the Character and Integrity of the Brand. A Brand consists of three parts:

1. Physical Attributes.
2. Style.
3. Character.

Social Media More Difficult in B2B Than B2C - Discussion

Social Media Marketing Difficult In B2B website Compare To B2C Website :

The interesting thing is that in the B2B space, we have "talents" or highly experienced, skillful and talented professionals who are individuals who own their human capital.

So these talented folks could work in networks that exist BETWEEN corporations. In fact, this is what the Linux developers are doing, and there are over 10,000 of them (if I remember correctly).

Am not sure if such networks can be called "social media" or should be more accurately called "socio-productive media" since they DO create wealth (although only a few companies are positioned and structured to benefit from this wealth, such as Redhat).

There's also a distinction between B2C vs B2B in that consumers create objects for consumption while businesses usually create "capital goods" which are then USED to produce (consumer) value.

This doesn't mean "digital consumer goods" are less valuable. Just look at teen millionaire Ashley Qualls' Whateverlife.com!

As to whether the basis for Social Media is as effective or more difficult to manage in the B2B space, it depends on how the company leading the effort can convince participating contributors of what they stand to gain if they participate.



B2c and B2B Marketing

Google Analytics . What is a length of visit and depth of visit?

Defination :

*Length of Visit: amount of time spend on a site during a visit.
*Depth of Visit: amount of pages viewed on a site during a visit.

You can easily track both of these metrics for your site (and various visitor segments) with a web analytics package such as Google Analytics (which is free). Install and configuration for basic use is very straightforward.

Length and depth of visit are two useful metrics to track but aren't generally goals in themselves. I would rather someone paid a short visit to my site and filled out a contact form than have them interact with it for an hour and leave without me ever knowing who they were.

You need to carefully define the purpose of your site and figure out what a successful visitor interaction (goal) is. This could be:
A sale.
A capture of contact info.
A white paper download.
A signup or account creation.

Analytics packages allow you to define and demarcate these critical goals and the funnels or paths that lead to them through your site. This allows you to fine-tune the process from first contact to the generation of new or repeat business.