B2b Branding A Sustainability Perspective - 1377 Words

B2B BRANDING IN EMERGING MARKETS: A SUSTAINABILITY PERSPECTIVE INTRODUCTION B2B companies, especially in emerging economies, operate in socio-economically and ecologically susceptible areas. We will have to create a conceptual model for how they can utilize develop a conceptual model for how they can leverage sustainability to build their corporate reputation and gain both social and financial rewards. In doing so companies change their focus from being market, customer or even shareholder driven and transcend to being stakeholder driven. In Business-to-Business (B2B) environments, many firms focus their branding activities on the spreading of their brand name and logo without creating a more comprehensive brand identity. Thus, the creation of brand awareness is an important goal in many B2B branding strategies. (Homburg 2010)1 SUSTAINABILITY Sustainability is a tool used to enable everyone throughout the world to satisfy their basic needs and enjoy a better quality of life without compromising the quality of life of future generations† (Jones 2008)2 Sustainability is increasingly drawing the attention of scholars, policy makers, and companies, as the latter are recognizing the necessity and opportunities of implementing sustainable practices in their operations. Marketing plays a substantial role in both applying such initiatives and promoting them, which can be greatly supported through brands. (Kumar 2014)3 Stakeholder Orientation: Stakeholders are usually aShow MoreRelatedBrand Management Review on Disneyland1580 Words   |  7 Pages | Introduction For assessment 1 and 2 (2,500 - 3,000 words each) Your assessments should include the following 9 topics (these topics are synchronized with the notes given by our lecturer): 1. 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For assessmentRead Moreimportant instructions Essay3618 Words   |  15 PagesHigher Education Author Edition Year Publisher Name Reference Books Sr No Title R-1 Principles of Marketing Management: Philip Kotler, Gary 13th South Asian Perspective Armstrong, Prafulla Y Agnihotri, Ehsan Ul Haque 2009 Pearson R-2 Marketing Management : Global Perspective Indian Context V S Ramaswamy and S Namakumari 4th 2009 MACMILLAN INDIA LIMITED R-3 Marketing Management Rajan Saxena 3rd 2009 Tata McGraw Hill, India Read MoreThe Web Presence Pyramid Model1776 Words   |  8 Pagesfor any particular search query† (p. 2). In fact, the closer any particular web page ranks to the first position on the first SERP, the higher the chances are for searchers to view that particular web page (Weideman, 2009). From a metaphorical perspective, SEO is used to draw visitors to websites through SERPs while usability is the glue that maintains visitors’ interaction with websites (Visser Wideman, 2014). 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