| Abstract [eng] |
A service brand is based on creating relations and an agent among all countries, which perception sets a common value of the brand. The essence and the meaning of service business branding remain the same as of traditional branding; however, realization is different. The essence of service business branding is realized using such branding components as position of a brand, developing a strategy, design, market analysis, and communication with consumers. One significant difference between traditional and business-to-business branding is that it is more complicated to differentiate products in B2B service business; since there is a lack of physical distinction and competition is intense, and this is considered to be a great difficulty. A B2B (business-to-business) brand consists of permanent consumers’ positive perception of a product, separating it from competitive proposals. A B2B brand operates as a quality assurance which builds up clients’ trust on the product on offer. Therefore, leading B2B brands reduce uncertainty of a client’s decisions and help companies to gain an advantage over their competitors. A major distinction between traditional branding and B2B branding is that a price of B2B service is seen only after performance; while it is possible to foreseen a price of B2C service before performing it. B2B (business-to-business) service is based on long experience and trust; thus, purchases are less perceptible, more complicated, and more risky compared to sales. |
