Branding, or the art of managing a company’s brand image, is a key element of the marketing mix. Although often associated with consumer goods and B2C, branding is playing an increasing role in B2B in general and industry in particular. Increased economic pressure, rapid technological change and the globalisation of competition are forcing market players to position themselves more finely and at the same time more assertively. Branding is a strategic tool, often underestimated, that frees energies, generates value and fosters resilience by aligning all the company’s driving forces. Branding is much more than a name and logo.
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