Abstract

This chapter offers insights into one of the most influential aspects of external branding, namely, branding within business-to-business (B2B) sales. In particular, the authors of this chapter claim that B2B sales are indispensable for the growth and existence of a brand. The special attention of this chapter is focused on sales personnel, as representatives of firms and carriers of branding. In other words, the impact of sales personnel on branding in a B2B context is presented theoretically and examined empirically. The chapter thereafter offers an interesting case study of Logomo, a cultural venue in Finland, specializing in selling customized space to companies, as well as organizing different kinds of public events. Through a combination of theory and practice, the authors demonstrate the importance of branding within B2B sales and conclude by providing specific implications for practitioners.

 Introduction

The main focus of this chapter is on B2B sales and the importance sales have on the firm’s corporate as well as product branding. The research investigates the impact that the sales personnel have when meeting the clients. It is therefore important to understand what influences the buyer decision making and relationship building process and what are the benefits of branding for the previously mentioned processes. The research is conducted from the perspective of the seller, by discussing what companies should focus on when thinking about sales and whether they should communicate either their corporate or product/service brand. The chapter includes a theoretical part and the findings of a case study in order to advance the knowledge on branding within B2B sales.