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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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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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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 ...

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