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Marketing,that works in India by Y Moorthi

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26

Branding

26.1  BRANDING IS NOT UNNECESSARY IN B2B CONTEXT, IT IS DIFFERENT

26.1.1  Construction Projects

It is a myth that branding is necessary only in B2C. Brand is the encapsulation of a company/product’s identity. It is the distillation of all the descriptors associated with the product. Brand always matters, whether B2B or B2C. I often give the following exercise to a class – ‘Suppose you have a 100 crore real estate project. There are four contenders for the project—A, B, C and L&T (A, B and C are competitors). Who, in your view, is likely to bag the project?’ A big bunch of the participants vote for L&T. Then I ask them how they know that the others cannot deliver the same project. They did not form an opinion based on facts. They ...

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