Building a brand in a business-to-business context is different from doing so in the consumer market due to the nature of buyers In the B2B, buyers are normally another manufacturers While in the B2C, transactions occur between a company and consumers. Cisco has gained new competitors like IBM and Microsoft by entering in a new market. In order to compete against these competitors, Cisco uses the methods of both business to business and the consumer marketing.
Currently, Cisco has been selling products to other businesses. B2B markets are generally small markets. Branding in B2B depends on the relationships of many different companies. This is visible in the case study when Cisco developed partnerships with Sony, Matsushita in order to co-brand its modems with Cisco logo to build brand value and recognition. Building a product in a business-to-business or consumer context has lots of differences because of different audience. Cisco launched ad campaign on television to educate the consumers. Ad campaign revealed facts about the power of the internet and to ensure the consumers were receiving the education they needed. When Cisco targeted the business-to-business environment they target people like corporate executives and information technology representatives to sell their products to them.
B2C market is product driven but B2B depends on relationships. With the acquisition of Linksys in 2003, Cisco entered into the consumer market. They started offering home entertainment solutions including wireless capabilities for music, printing, video, and more. A new campaign “The Human Network” was also launched to generate awareness among consumers. They developed Cisco Connected Sports which turned sport stadiums into interactive venues. With the help of Cisco’s technology fan can meet with players through a videoconferencing. Besides, HD flat screens installed