Nubs mba group management project team
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- Brand communication in b2b world
- Establishing Realeyes’ brand – the CBBE model applied
BrandingBefore talking about Realeyes’ brand strategy, it would be appropriate to dedicate a section to investigate what business Realeyes is in. What is Realeyes’ “brand”?According to Doyle (1990), a successful brand is “a name, symbol, design, or some combination which defines the ‘product of a particular organization as having a sustainable differential advantage’”. Several key messages implied by Doyle suggest a brand should relevant to its main body, and should help the main body stand out from other competitors. Since Realeyes’ customer is mostly business clients, it is necessary to take a look of the insight of business to business (B2B) marketing. Besides, as many other usability companies, Realeyes’ product functions as an enabler to its clients’ business, and is presented in intangible way, and requires professional expertise, thus in the next few sub-sections, the essence of service-brand will also be illustrated. The company’s brand is composed of many aspects. It has a brand-name, other brand elements such as brand logos, brand slogans “Don’t Just think - Realeyes.it!”, brand endorsement, symbols, etc, collectively consist the whole brand identity. Even the co-founder’s personality traits, morals or values can be part of the brand identity. Especially in the case of an SME like Realeyes, founders Niall and Mihkel would be closely representing the brand. Realeyes’ brand can thus reflect more than the product, supported by Ted Levitt’s (1971) quote, “the new competition is not between what companies produces in their factories but between what they add to their factory output in the form of packing, services, advertising , customer advice, financing, delivery arrangement, warehousing and other things that people value”.
Brand communication in b2b worldBrand, definitely has its fair value but fairly hard to value. In accountancy, brand value (so do other intangible assets) cannot be recognized until it is sold or acquired with a historical value. For some smaller companies (SME), however, brand might be perceived as a cost, rather than an asset due to the uncertainty of business continuity and lack of an “objective” method to evaluate it (Martin & Hartley, 2006) Some companies even claimed that in business to business market, brand is not important since customers are “rational”. But it just might not be so persuasive to imagine that every organizational buyer as rational as a robot. Realeyes therefore could visit its brand communication strategy before launching. As highlighted in our Literature review, business buying decision is made up of more actors than consumer market. Realeyes for example consists of a gatekeeper (e.g. the company secretary Niall), company’s decision maker (co-founder Mihkel), policy-controller, users (employees/analysts), maintainer (IT specialist Elnar). All of them have certain weight in the whole decision-making process. The difficulty to identify customer’s buying behaviour is thus more challenging than consumer market. (Kotler et al, 2006) Besides, consumers less frequently get exposed to Realeyes’ commercial marketing channels unless they have been in that industry for a while. Since B2B market is more difficult to access, a successful brand can be the best marketing tool to increase customer’s awareness and preference. 
Figure 25 Organizational purchase decision making actors (Webster, F.E. and Wind, Y. 1972) Establishing Realeyes’ brand – the CBBE model appliedA Model proposed by Kevin Lane Keller (2001) proposed a very systematic and comprehensive branding model which is proven to be compatible to many other branding models therefore in this report; CBBE is adopted as the major framework of Realeyes’ branding strategy, as suggested in the literature review chapter.
Figure 26 - Customer Based Brand Equity Model (Keller, 2001) Download 4.93 Mb. Share with your friends:
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