Cisco Branding Case Study

Cisco started out as a business to business (B2B) firm, with the company growing despite a relativity low level of attention on branding. However, as the firm expanding and entered in to the consumer markets (B2C) branding appears to have become increasingly important.

The purpose of branding is perceived as creating value by developing a cluster of functional and emotions associated with a firm's product(s) that will support the intention to purchase among the target market (Leek & Christodoulides, 2011). The differences often seen on B2GB and B2C branding reflect the perceived differences in the way the buying decisions are made. Marketers believe that B2B purchasers decisions are based on a more logical perspective compared to B2C markets (Gomes, Fernandes, & Branddao, 2016). Therefore, branding for B2B firms is based on maximizing the characteristics that are believed will support sales; creating an image of functionality and the ability for the product to serve business needs (Gomes et al., 2016). If B2B making processes are based on logical assessment, using predetermined evaluation tools, then appealing to emotional elements is unlikely to be effective (Gomes et al., 2016). This approach has also been used to argue that branding is less important, as it may only play an initial role in attracting a firm to consider its' products for evaluation (Gomes et al., 2016). Swani, Brown, & Milne (2014) found evidence this approach was used by B2B firms as they were much less likely to use social media and displayed a greater restrain in use of emotional messages in marketing and branding compared to the B2C market.

The purchase decision in the B2C market is generally less logical, with a lower level of formal assessment and increase level of emotional and psychological evaluation (Raj & Roy, 2015). Consumers make decisions using a range of emotions, including love, fear, and greed as well as the way they expected to feel after the purchase (Bagozzi, Belanche, Casalo, & Flavian, 2016). In consumer purchases it is often the emotional elements that are dominant influences, so creating a brand that has strong, and relevant emotional elements are likely to impact on the purchase decision (Bagozzi et al., 2016). Therefore, branding can play a more important role in the B2C market, and support purchases, so the move of Cisco towards more branding, increasing the knowledge of the brand in the consumer market and creating emotional as well as functional associations with the brand were able to support increases in sales.

Question 2

Cisco's plan to reach out to customers' includes the use of the Cisco Connected Sports platform, transforming venues into interactive digital experiences. This strategy may be seen as meeting with many of the needs associated with successful branding, as it is providing an experience that will link with consumers and create expectation and association with the brand, including emotional associations. Emotional and functional content is required in the branding message (Leek & Christodoulides, 2011), so the digital experience that is created will also aid with consumer understanding the functional aspects of brand, demonstrating the technology with the services supplied. The high level of brand engagement can be highly beneficial and support sales (Goldsmith & Flynn, 2015). This may also be seen as a source of competitive advantage though differentiation.