How does brand equity influence B2B sales? | CrankWheel

What is a brand?

What is brand equity?

Brand equity is about much more than a companies logo, colour scheme and font. This isn’t a folder confined to the Press or News section of a website. Customers don’t recognise brand equity as a concept. But they know the brands, the companies, they know and trust.

  • Bottom of the pyramid: Brand Salience, which answers the question: “Who are you?” In other words, brand identity and awareness.
  • Lowest, widest part of the pyramid: Brand Performance and Imagery, which answers the question: “What are you?” Meaning, how a company differentiates and stands out from the competition.
  • Further up the pyramid are Brand Judgments and Feelings, which answers the question: “What about you?” This refers to customer reactions to the brand equity a company has created. For example, Apple fans will feel a certain way about that brand, and usually not feel as warmly towards Samsung. That’s a reaction.
  • At the top of the pyramid is Brand Resonance, which answers the question: “What about you and me?”, which refers to loyalty.

Do B2B brands have equity?

Yes, they do. Think on a huge scale: Boeing, Airbus, GE. All massive B2B brands, recognisable around the world, far beyond the sectors and industries they serve. That’s one of the outward signs of brand equity done the right way.

How brand equity influences B2B sales

Brand equity influences B2B sales in a really simple way. When more potential clients know of you, it’s easier to win customers. Inbound sales leads grow and grow. New clients come to you through word-of-mouth and referrals.

How can we create B2B brand equity?

Marketing plays a role in this, but it can’t carry everything.

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