Corporate Positioning / Branding Research

Market research has shown that 5% of a company's stock value is the direct result of the company's image. The effect is likely to be much greater as there are many indirect effects of a good image. People want to buy more from a company with a good image, they will pay more for its products, they will forgive the odd failure or mistake, the company will attract the best employees, it will be easier to convert new customers and so on.

Consumer companies have long recognised the importance of branding and branding research yet it is one of the most neglected areas of business-to-business markets. We are passionate about the value of building a strong corporate brand (or, if you prefer, its 'position'). In fact, we would go so far as to say that building a strong corporate brand is the only sure way to differentiate an industrial product.

B2B International has developed a unique and tested model for analysing and building a strong corporate position that has been endorsed by some of the largest companies in Europe and the US. Click on the different stages to see how B2B International’s corporate positioning market research programme can help you:

Library A white paper on branding research in business-to-business markets. A corporate positioning case study.