Strategic brand experience to differentiate B2B service offering : a case study analysis

Abstract

In the 21st Century, the service sector industry plays a more domineering role than manufacturing. As a result, a dynamic service-oriented approach to marketing emerges, where perceptions of a brand are significantly influenced by the staff. The difference between competing brands is not only based on functional factors, but also emotional factors. Staff are critical to build and maintain a sustainable brand, and require in-depth knowledge and skills, which together with support activities, deliver the brand values. Staff should be recruited who genuinely believe in the brand’s values and who work together to build the brand. Firms should create a favourable organisational culture and gain the support of both core staff and third party suppliers who deliver the brand promise. The aim of this study is to investigate how to use branding as a tool to communicate the message to customers in a consistent manner and deliver functional and emotional brand promises. The research was carried out for NB Entrust and aims to be a catalyst for change for the company. NB Entrust has a strong B2B service business model, but there is concern that it will be imitated by competitors, and thus staff are the valuable differentiating factor. The results from the holistic brand positioning audit and brand leadership survey show that NB needs to: unify its culture, develop future leaders as brand champions, and communicate brand values more effectively to stakeholders.