Development of sustainable BtoB multi-branding strategy Case: Company X
Mullo, Pavel (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202104144797
https://urn.fi/URN:NBN:fi:amk-202104144797
Tiivistelmä
The focus of this study was to define the needs of BtoB multi-branding strategy to the company X for international business accounts. The aim was to investigate the need for multi-branding approach in international level and what steps should be taken into consideration before putting in action multi-branding approach.
There were different approaches used in theory section of this study. One was concentration on the brand architecture in BtoB from the manufacturer point of view. This approach mainly concentrates on different brand portfolios and management of them on corporate level with and how they can be used in BtoB sales. Another approach was concentrating on Brand architecture management from the customer point of view and how the customer risks related to the BtoB branding can be managed.
The empirical study was targeting international partners of Company X from the different market areas. Partners for interview were selected based on their turnover, location, their experience in brands of Company X. Interviews were following in-depth semi structured format and the research was following qualitative and exploratory structure.
The findings from the research revealed that there is a need for BtoB multi-branding strategy in some market areas but not in all of them. On the more mature markets multi-branding strategy is needed already now but on less developed market areas the situation needs to be followed and studied again after some years. However, there were also risks involve in multi-branding approach and as the study reveals the biggest risk for Company X might be lack of human resources in sales and marketing department to put in action multi-branding strategy even if it is required by market situation.
The study reveals several development suggestions. One is that there are following brand elements that needs to be strengthen and developed further on each market. Most popular of the element is country of origin that can be branded more effectively. Another important development part is to define the similar need and level of importance of the brand elements of each market and combine them in BtoB multi-branding approach. It wills save some critical human resources of Company X.
There were different approaches used in theory section of this study. One was concentration on the brand architecture in BtoB from the manufacturer point of view. This approach mainly concentrates on different brand portfolios and management of them on corporate level with and how they can be used in BtoB sales. Another approach was concentrating on Brand architecture management from the customer point of view and how the customer risks related to the BtoB branding can be managed.
The empirical study was targeting international partners of Company X from the different market areas. Partners for interview were selected based on their turnover, location, their experience in brands of Company X. Interviews were following in-depth semi structured format and the research was following qualitative and exploratory structure.
The findings from the research revealed that there is a need for BtoB multi-branding strategy in some market areas but not in all of them. On the more mature markets multi-branding strategy is needed already now but on less developed market areas the situation needs to be followed and studied again after some years. However, there were also risks involve in multi-branding approach and as the study reveals the biggest risk for Company X might be lack of human resources in sales and marketing department to put in action multi-branding strategy even if it is required by market situation.
The study reveals several development suggestions. One is that there are following brand elements that needs to be strengthen and developed further on each market. Most popular of the element is country of origin that can be branded more effectively. Another important development part is to define the similar need and level of importance of the brand elements of each market and combine them in BtoB multi-branding approach. It wills save some critical human resources of Company X.