Kreowanie marki B2B. Aspekt korzyści racjonalnych i emocjonalnych
B2B branding. Aspect of rational and emotional benefits

Summary/Abstract: In the paper the author presents existing concepts of building a B2B brand, based on literature studies and empirical research of a qualitative nature. In reviewing the literature, the author draws attention to the dominance of research and ideas about rational decision-making aspects of B2B markets and rational (functional) benefits of B2B brands. The author presents the view that the reduction of building a B2B brand to the rational benefits does not allow to fully exploit the potential of the brand. B2B brand-building should also include emotional benefits, because decisions on B2B markets are not only rational but also emotional (emotions on B2B markets are security, social acceptance and complacency). As the main tool for building and communicating the emotional benefits associated with the B2B brand the author indicates personal selling. She presents empirical research on managers’ perception of the role of personal selling and how it is used in building a B2B brand.

• Details
• Contents