Measuring Communication Effectiveness in the B2B Market

Measuring brand performance and communication effectiveness in B2B markets Building a B2B brand Branding has been defined as naming a product or service so that it is distinct from its competitors. However it is never that simple. In the real marketplace a brand is more than a name; it is the emotions and intangibles that are recalled at the mention of that name. Consumer product marketers have long realized the value of branding—the brand is why consumers pay more for Coke than they do for the generic product. And in the consumer world millions of pounds are spent each year to define and reinforce various brands in the consumers’ minds.

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