$ B % of B2C sales % of B2B sales Legend: Source: Interbrand 2008 Coca Cola Micro -soft 57.1 IBM 51.6 GE Mac- Donald’s Nokia Toyota 30.9 Intel Mercedes Benz Disney Exhibit 13-1

Differentiate Increase Sales Differentiate Marketing Create Preferences Brand Risk Reduction Information Efficiency Value Added Secure Future Business Create Brand Loyalty Command Price Premium Create Brand Image Exhibit 13-2

Company CollaboratorsCustomers General Public Exhibit 13-3

Brand Identity  Are you conveying a consistent brand identity to your target audience? (logo, colors, designs etc)  Does your brand identity accurately reflect the company/product’s key attributes?  Does your staff understand what your brand stands for and their role in delivering on your brand promise?  Do you always deliver on your brand promise?  Is your brand identity protected – do you have a set of guidelines on how the various brand elements should be used? Source: Nick Pauley Design Brand Check (2008) download under

Brand Awareness  Is your brand easily recognized by your target audiences?  Is your brand top of mind when your target audiences consider purchasing?  Does your brand feature on all relevant marketing material? Competitive Positioning/Market Awareness  Do you understand your brand positioning in the marketplace?  Do you have a competitive edge in the marketplace?  Are you aware of potential opportunities in the market? Source: Nick Pauley Design Brand Check (2008) download under

Looking to the Future – The Process  Is your organizational structure, operations and culture aligned with your brand values?  Do you review your brand and what it stands for each year?  Do you have systems in place to continually monitor your brand internally and externally? Source: Nick Pauley Design Brand Check (2008) download under

Publications Technical Support Trade shows/ Presentations Web Site/ Web Banners Brand Products and Services Networking Word of Mouth Proposals Customer Care Innovation, R&D Packaging Business cards Training Service & Delivery Sales Collateral Pre-Selection Ongoing Relationship & Referral Purchase & Usage Experience Publicity PR/ Advertising Sales Representative Product Performance Exhibit 13-5

Exhibit 13-7

A recognized brand name with positive customer perception has advantage at all stages of decision making  Determine that a need exists  Determine product specifications  Acquire solution providers  Cull the bids/proposals to a short list  Evaluate the short list, or get revised proposals/bids

“ A recognized brand name with positive customer perception has advantage at all stages of decision making”  Cut the short list to finalists  Presentations  Final evaluation and choice  Post purchase relationship

 First with New Technology  Being Best with Service  Innovating to meet the need

There will be imitators:  Market up — build relationships with management above the influencers to reinforce the decision process  Market down – build relationships with the lower level users of the product or service  Market sideways – build relationships in other parts of the organization to facilitate translation of the current or future products within the customer organization

Ingredient- Producer Final Product Producer OEM Final User Sales-promotion to the B2B Customer Supply Supply-push Incentives to demand creation at the B2B customer Incentives to demand creation at the B2B customer Supply-push Incentives for demand creation at the final customer Incentives for demand creation at the final customer Supply Push Sales-promoting from the Ingredient supplier to the final customer Demand pull Incentives for the demand creation of a certain ingredient in the final product Demand Pull Kotler/Pfoertsch (2006) Exhibit 13-8