A Communication Strategy Research Of Industrial Markets Branding

Other than the biggest misconception that branding is only for consumer products and therefore wasted in B2B. Business-to-Consumer (B2C) companies have identified and applied branding and brand management decades ago. Many Business-to-Business (B2B) companies still regard such effort as irrelevant for them. Recently though, B2B brand management has been given more and more attention by researchers as well as practitioners all over the world.Hardly any company neglects the importance of brands in B2C. Many B2B marketers consider the development of a brand only as avariable marketing expense Whether to brand an industrial product, service or business quite often doesn't even come into question for many companies.But Industry consolidation, a tepid global economy and exchangeable market offerings are driving competitive forces. In such an increasingly competitive environment, it is not enough anymore to just offer great products and services. By establishing a brand and gaining a favorable competitive position in the marketplace, businesses can successfully set themselves apart from the pack.In this study, the questionnaire survey is based on quantitative research,Integrating of the literature analysis and case citation analysis, questionnaire method. 250 valid questionnaires were received. Through data statistical analysis, we come to the conclusion that branding and brand management do matter in a big way to B2B companies. Brand communication act as the"voice"of the brand and create a platform to establish a dialog and build relationships with customers. In B2B markets, priorities typically vary significantly. Word-of-mouth, service, Public relations, Professional Media, sponsoring, exhibitions and Interpersonal are more favorable to industrial brand communication.