Short answer of brand management Essay Example

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Brand Management questions and answers

  1. ‘Decisions made in a business-to-business context are based purely on functional criteria. Emotion plays no part.’ To what extent do you agree with the statement and why? Can you find any examples to support your argument?

I disagree with this statement. This is due to fact that emotional values play a vital role in B2B business. The business buyers are not always rational and emotions play a role in their decision making. The assumption that the decisions made by the B2B market are rational has failed to acknowledge that there are emotionally based ads in the B2B context. There is also emotional appeal of the brands which cannot be ignored. Literature supports that a brand is supposed to be backed up using both functional and emotional appeal (Leek and Christodoulides, 2012). The poor attention that has been given to the emotions by literature leads to assumptions that managers can make decisions on emotional emptiness. While a B2B buyer is strongly influenced by the functional values, there are emotional influences which cannot be ignored. This can be supported by the advertisements used by B2B which has both emotional and functional values. An advertisement from Getinge which is a B2B shows a power drive automatic trolley with its functional aspects “performance and quality”. The ad has emotional appeal through use of intangible aspects such as phrases “peace of mind and reliability” (Andersson, Kaplar and Selö, 2013).

2. Which business-to-business brands do you think have been successful in augmenting their brand with emotional added value? Why?

There have been several B2B businesses which have been able to argument their brand with emotional added value. This is through creating an emotional connection with their customers. An example is IBM and Microsoft. This is seen in their creation of perception that their brand exceeds customer expectations. Microsoft products are presented in an empathetic way and message is used to connect to their B2B customers (Leek and Christodoulides, 2012).

IBM has been very successful in use of emotional added values in their B2B marketing. In the 1980s, IBM used an appeal to job security which was an emotional aspect. This involved use of a tagline,

Nobody Ever Got Fired for Buying IBM” (Leek and Christodoulides, 2012).

This has been regarded as one of the most successful B2B emotional appeal.

3. Listen to the podcast or read the transcript (Unilever’s CEO on making responsible business work) and answer the following:

a) What are the specific benefits of company involvement in corporate social responsibility (CSR) initiatives?

(Ignatius, 2012).

  • Sustainable business based in the transcript is an accelerator for growth. Consumers want to be associated with the company that are involved in CSR initiatives which results into more sales.

  • CSR leads to a sustainable business model where new products and services are provided to the world with a guaranteed stream of resources. it involves a sustainable use of the scarce resources available.

  • CSR leads to saving the costs brought about by climate change. This includes costs by tsunamis, flooding and earthquakes among others which cost business millions of dollars.

  • Through CSR, it is possible to bring the costs down and create livelihoods through community involvement.

  • Understanding the wide impact of the business being conducted helps in coming up with new products.

  • CSR makes the business more competitive and reduces the risk of damaged reputation.

b) What about any dangers (or things to be aware of)?

CSR us a costly exercise and require a large budget which in some cases may not be justifiable especially on small business. CSR presents a danger to board and management since it is against the core duty of business in enhancing shareholders value. A manager who forsakes profit creation to the shareholders to benefit the society risks losing their jobs. CSR has made the business answerable to the society. This leads to business bashing and condemnation which in some cases is not justified (Blowfield and Murray, 2008).


Andersson, J., Kaplar, E. and Selö, N., 2013. Functional or emotional values in B2B?: A study of marketing communication in the B2B healthcare market., Business Administration and International Marketing.

Blowfield, M. and Murray, A., 2008. Corporate responsibility: A critical introduction. Oxford University Press.

Ignatius, A., 2012, “Unilever’s CEO on Making Responsible Business Work”, HBR Ideacast, Retrieved 21st March 2016 from, making-respon.html

Leek, S. and Christodoulides, G., 2012. A framework of brand value in B2B markets: The contributing role of functional and emotional components. Industrial Marketing Management, 41(1), pp.106-114.