Any mention of the word ‘brand’ overwhelmingly conjures up thoughts of consumer markets. By extension, it’s relevance within the business-to-business (B2B) sector is often regarded as minimal at best. Such assumptions are way off the mark though. Armed with suitable strategies and mechanisms, B2B operators can utilize branding as an effective means of delivering value to their customers. Successful branding in this context enables firms to reap benefits from such as charging premium price and launching brand extensions. Hence, a significantly positive impact on both business and financial performance is a realistic possibility. A brand-oriented approach is required to get the ball rolling. Indeed, product homogeneity, market integration and soaring media costs arguably compel firms towards greater emphasis on branding. With brand orientation, the brand becomes the very essence of the firm. It influences organizational culture and shapes company values and future direction. Developing and enhancing a distinctive brand identity is fundamental to brand orientation.