Analyzing the Cisco Strategy

Cisco

How is building a brand in a business-to-business context different from doing so in the consumer market?

The building of a strong brand for a corporation or organization has become an imperative element in recent times. In particular, there are two main ways of building brands, which include Business-to-Business (B2B) and Business-to-Consumer (B2C). In both these models, branding has to undertake the same tasks. Nonetheless, hinging on the target audience, the company will now have to make distinct decisions on branding. With regard to B2C, where consumers are the end-users, it can be delineated that a consumer is more often than not a person who is in direct decision to purchase products and services. Per se, branding will be purposed to target consumers as individuals. Contingent with each product and service, the company will build a brand so as to capture the imagination of and sway the consumers. With regard to CISCO, the most frequent individual customers are young people who have an inclination, as well as aptitude for technology and therefore inventive marketing strategies ought to be evolved to catch their imagination. CISCO has entered into tie-ups with the sporting merchandises to reach targeted audience and has made thereby particular gains (Kotler and Keller, 2012).

Business 2 Business (B2B) is more intricate, where the consumer is another business entity. In this case, the client encompasses a group that is made up the planned products and services, the assessment of products and services, and the decision to acquire or buy products and services. Accordingly, the branding strategy is the general approach, addressing clienteles wish to know and comprehend the product and its brand, required for their business. Above all, the content used in promotions for this strategy ought to be succinct, and avoid being tedious winding, for the simple reason that such consumers (business entities) do not have of the time to watch the trailer length. For B2B branding, customers require time to apprehend the brand. The customer is the business, and these are professional buyers, and therefore they have more comprehension regarding demands and objectives of purchasing the product. Therefore, taking this into consideration, they will lay more emphasis on products that will facilitate them attain efficiency in business, for instance increased revenue, decreased costs with outstanding service (Kotler and Keller, 2012).

Is Cisco's plan to reach out to consumers a viable one? Why or why not?