Branding In Business-To-Business Markets

A brand is so named following the distinctive ownership mark left by a scorching hot iron on the rump of cattle. It wasn't long before companies saw the opportunities for using similar kinds of marks to make their own products instantly recognizable to their target audiences. The logo was born. A brand has grown to mean much more than a logo. Branding begins with the consistency of presentation that becomes the identity of a company. Beyond this it represents a consistent value system that a company presents to the world and that is seen to be that company's way of doing things.