Brand & Communications Research
Our latest research shows that building a powerful brand will be a key strategy for B2B marketers in 2022 and beyond. We know that as few as 5% of B2B buyers are 'in market' to buy at any given time, meaning the path to purchase can be a long one. The ability to provide memorable, meaningful brand experiences throughout the customer lifecycle can be the difference between being considered or not during this narrow window of opportunity.
At B2B International, we enable leading corporations to build powerful brands through our specialist brand and communications research solutions. Our B2B-specific approach helps clients to measure and benchmark brand health, develop compelling brand propositions and measure the effectiveness of campaigns.
Our brand health tracking research enables you to determine brand awareness and usage in the market, whether your brand positioning is resonating with your audience, and overall satisfaction with your brand and likelihood to recommend to others.
Our brand positioning and perception research measures how strongly your brand is associated with the market’s top three desired positions, how strongly your brand is seen to be differentiated from other brands in the market, and ensuring your brand position is correctly aligned with brand objectives.
Our brand campaign effectiveness research can accurately test the potential and real-world impact of your B2B marketing campaigns, benchmarking your performance against competitors and uncover opportunities for differentiation.
Clients We've Worked With
Case Studies
Measuring brand perceptions to inform brand portfolio expansion and alignment
Our client, a leading manufacturer of industrial and medical protection solutions, wanted to expand its product range into the life sciences market and sell protective equipment for use in environments such as clean rooms, where pharmaceuticals are produced.
In order to support the portfolio expansion, the manufacturer had recently acquired a brand, which was strong in this space. However, the image of the acquired brand was very different from the manufacturer’s image. Therefore, our client needed to determine how to properly align all the brands under its portfolio while still highlighting each brands’ individual strengths.
In order to support the portfolio expansion, the manufacturer had recently acquired a brand, which was strong in this space. However, the image of the acquired brand was very different from the manufacturer’s image. Therefore, our client needed to determine how to properly align all the brands under its portfolio while still highlighting each brands’ individual strengths.
Testing the effectiveness of a global ad campaign to inform creative and media placement
Our client, one of the world’s largest chemical companies, approached us to test their latest ad campaign through independent research. Despite its size, our client was still relatively unknown outside its home country, Saudi Arabia.
Our client therefore planned a global campaign designed to increase brand awareness and interest in foreign markets, and to promote the company as responsible, an innovation enabler, and a brand which cares about solving the world’s problems through collaboration. Before the launch of the campaign, our client wanted to test its effectiveness in communicating those messages.
Our client therefore planned a global campaign designed to increase brand awareness and interest in foreign markets, and to promote the company as responsible, an innovation enabler, and a brand which cares about solving the world’s problems through collaboration. Before the launch of the campaign, our client wanted to test its effectiveness in communicating those messages.
B2B Branding Insights
Brand Masters Podcast Series
We invited some of the B2B Brand Masters onto our B2B Insights Podcast in this series, to give you some insights and top tips to help inspire your brand strategy throughout 2022 & beyond. Join our Head of Growth Nick Hague as he takes you on the ultimate B2B branding journey with brand experts from around the world including Mark Ritson and Peter Weinberg.
Connecting You With Today’s B2B Buyer
The B2B landscape has changed forever. The recent global pandemic has accelerated digitalization and there is now a more accepted notion that the lines between B2B and B2C marketing are becoming increasingly blurred and buyer expectations have subsequently increased. So, how can you connect with today’s B2B buyer, and ultimately become a winning B2B brand?
