Building an Effective B2B Brand

Host: University of Derby

Location: Online

Cost: FREE


Thursday, 17th June 2021 at 10:00am - 12:00pm

This workshop introduces key concepts, tools and insights to maximise your organisations most precious marketing asset - its brand. The session outlines how to define and apply best practice in B2B brand management, and uses case studies from the aerospace, rail and automobile sectors to highlight best practice and provoke your thinking.  Steps in how to build and maintain a meaningful and healthy brand are provided covering both external brand positioning and the importance of communicating the brand internally.

What will I learn?

  • What is a B2B brand and the benefits of branding in a B2B context
  • Developing the brand strategy and brand positioning
  • How to create brand differentiation and distinctiveness in the B2B marketplace
  • Brand identity, brand image and brand personality: The essential elements of identification
  • The importance of brand experience
  • Employer branding: the benefits of a strong employer brand / brand champion / brand ambassador
  • How to proactively manage your brand reputation

Who should attend?

Individuals who have direct responsibility for, or involvement in the marketing of products and services to businesses. The workshop will appeal to those with experience in their role but lack any formal marketing training and equally to those newly appointed to the marketing function.

The session will help those within other functions to understand the key principles that underlie B2B marketing best practices and enable them to contribute more effectively in support of the marketing strategy. Directors and managers of smaller firms will gain an insight into the value of B2B marketing principles for their situation.

What does it cost to attend?

The workshop is part of our Enscite programme which is funded by the European Regional Development Fund (ERDF). This means the workshop is fully funded and offered without any cost to your organisation.

Is my organisation eligible to participate?

To participate, you must work for an organisation that meets the following funding criteria:

  • Part of the automotive, aerospace or rail sector supply chains (not however part of the financial services sector)
  • Based in Derbyshire or Nottinghamshire
  • Fewer than 250 employees
  • No more than 25 per cent owned by a large company (i.e. a company that is not an SME)
  • Turnover of less than 50 million euros and/or annual balance sheet less than 49 million euros

Meet your speaker

The workshop will be led by Richard Mayer, who has been actively involved in marketing training and education for over 25 years. Richard has worked for a range of clients both in the UK and internationally including Microsoft, Michelin, Ford, Jaguar Landrover, JCB, Airbus, Aczo Nobel and Sony. His main interest lies in improving professional marketing standards with a focus on marketing strategy, marketing planning and execution, B2B marketing, brand management and marketing communication.

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