Marketing communications in industrial B2b markets enhancing the value of the corporate brand relying on common added values

- Jose Ignacio Monrabal, M.Sc.

Today, industrial Business-to-Business (B2B) markets are mainly characterized by a highly trained customer for making rational decisions in a highly competitive and global market, requiring more than ever organizations to approach their markets with a single and consistent message. Such demanding scenario requires to define a corporate brand transmitting in one message all the advantages that a Customer may appreciate in the long-term, based not only on what the company stands for in the market, but also the benefits of all its products throughout its portfolio. Such elements are referred as Common Added Values (CAVs), being some general examples the  technology, quality, innovation and reliability; the capacity, infrastructure and distribution network; after-sales service policies, support and training; or the price and financial policies. This paper tries to explain the source of this need, describing the main differences between a brand communications model focused on the product or including the main B2B corporate values; and highlighting the main CAVs, to get an industry player either small or large, can succeed in generating brand equity through an integrated marketing communications strategy.

Jose Ignacio Monrabal, M.Sc., Polymer Char, Spain – received his Master Degree in Marketing Management by ESIC Marketing School, an EMBA by Esden Business School and the International Business Diploma by the University of Cambridge. He has worked in several technical B2B industries such as Engineering, IT, Software, Printing and Chemicals, enhancing corporate marketing communication efforts for leading firms such as SIEMENS, OSRAM or Polymer Char, where he is currently in charge of Brand Communications globally. He has been invited as speaker to talk about Branding in international Conferences in Germany and China, and has authored articles for Wolters Kluwer, Interbrand, Dircom Latin America and the American Marketing Association.

DOI: 10.14611/minib.09.03.2013.07

Contact: jose.monrabal(at)

MINIB, 2013, Vol. 9, Issue 3
Resize of Open_Access_logo_PLoS_white Available in Open Access.

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