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Cisco & Brand Management & Consumer Awareness

I need help with this project( Cisco Article).

Q1. How is building a brand in a business-to- business context different from doing so in the consumer world.

Q2.Is Cisco's plan to reach out to customers a viable one? or Why not?

Reference:
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Prentice Hall.

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Q1. How is building a brand in a business-to- business context different from doing so in the consumer world.

Building a brand in a business to business context is different from doing so in the consumer world for several reasons. Businesses have different needs than consumers: purchases tend to be driven more on relationships than products, and the market is smaller and more focused. While the buying cycle can stretch out for a longer period of time there is likely to be a longer relationship that is developed in the process. Rather than simply buying a product, businesses are concerned about the support they will receive. Brands are built based upon the relationships that develop from the ...

Solution Summary

This solution answers the questions at the end of the Cisco case study that ask, "Q1. How is building a brand in a business-to- business context different from doing so in the consumer world.
Q2.Is Cisco's plan to reach out to customers a viable one? or Why not?

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