The role of branding in B2B marketing

For a long time, B2B marketing was seen as a sober world of numbers, in which brands were at most decorative accessories. Modern brand research has thoroughly disproved this assumption: Even in business-to-business marketing, brands create trust, reduce purchasing risks and accelerate complex decision-making processes.

Brands develop their effect through an interplay of internal branding, the brand presented externally, positive word of mouth and concrete customer experiences. Real brand value is only created when all of these elements interlock. For B2B companies, this means that branding must not be reduced to communication, but must be deeply anchored in structures and culture.

The contradictions of decision-makers

Studies show a striking discrepancy: many B2B decision-makers consider brands to be crucial to success, but hardly manage them professionally. The result is wasted opportunities. This is because B2B companies with consistent brand management achieve significantly higher sales on average than the industry average. Branding in B2B is therefore a measurable competitive advantage.

Buying decisions in B2B are rarely based on pure calculation. In buying centers, several players discuss and well-known brands have a structural advantage here. They are part of the group discussion, shape the perception and shift the decision in their favor. In the end, it’s not just about logic. Because it is people who decide.

When are brands particularly important in B2B marketing?

Not every B2B situation is equally brand-driven. Brand relevance is particularly high when products are complex and difficult to compare or when companies are evaluating new providers for the first time. In these moments, the brand acts like a beacon in a sea of uncertainty. In addition, different roles in the buying center pay attention to different aspects: While technical specialists emphasize functional features, purchasing managers and managing directors value reputation and trust.

The digital revolution in B2B branding

Digitalization has fundamentally changed branding in B2B. Today, buyers obtain information via digital channels at an early stage, long before they make direct contact. In this phase, digital brand experiences have a decisive influence on the image. Those who do not establish a clear brand identity here lose relevance – before the first pitch begins. Brand-oriented companies consciously place the brand at the heart of their organization. Employees not only understand the brand values, they also live them, especially in sales, where personal relationships shape perception. Sales employees become brand ambassadors who have a decisive influence on brand success in direct customer contact.

The challenge of measurability

Measuring brand equity in B2B remains complex. Although customer-oriented models dominate, financial valuation approaches are rare. This is problematic for decision-makers, as they need clear evidence of the value contribution of brand investments. There is a gap between research and practice that needs to be closed in the coming years.

Globalization is also increasing the importance of cultural factors. Initial studies show that suppliers with similar value profiles to their customers have clear advantages. This gives new relevance to the question of whether brand strategies should be standardized internationally or adapted locally.

How is AI changing B2B marketing?

The rise of artificial intelligence is creating opportunities that would have been science fiction just a few years ago. A comprehensive bibliometric analysis by Hue and Hung (2025), which examined hundreds of scientific articles on the influence of AI on branding, shows that Publications on this topic peaked as early as 2023 – an indication of its exponentially growing relevance. AI enables hyper-personalized brand experiences for various stakeholders in the buying center. Instead of communicating with a watering can, B2B companies can offer tailored content and experiences to every decision-maker. Precise real-time analyses of customer behavior and brand perception are becoming a reality.

Completely new forms of interaction are emerging: Intelligent chatbots are taking over initial advisory functions, AI-supported voice assistants are answering complex technical questions and automated content systems are creating individualized presentations for each prospective customer. V

For companies that use AI strategically and ethically responsibly, this presents opportunities of historic proportions. Provided that the systems are operated and monitored by experienced people.

Conclusion: Why branding should now be a strategic priority in B2B marketing

B2B branding is no longer a trendy topic in B2B marketing, but a documented growth factor. The scientific evidence is overwhelming: brands create trust in the business-to-business sector, reduce risks and enable sustainable differentiation.

Those who see the brand as the strategic guiding star of corporate development create measurable competitive advantages. The key lies in closing the gap between knowledge and implementation – with a clear brand orientation, consistent digital experiences and a professional understanding of brand equity.

The future belongs to B2B companies that understand brand management as an integral part of their business strategy. In a world full of options and uncertainty, strong brands are becoming indispensable points of reference for purchasing decision-makers.

Recommendation: Start with an honest brand inventory. Ask your most important customers what your brand stands for. The answers may surprise you – and lay the foundation for strategic brand development.

Bibliography

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Zhang, J., Jiang, Y., Shabbir, R., & Zhu, M. (2016). Wie wirkt sich die Markenorientierung auf den Markenwert von B2B-Dienstleistungen aus? Eine empirische Studie unter chinesischen Unternehmen. Journal of Business & Industrial Marketing, 31(1), 83-98.

Baumgarth, C., & Binckebanck, L. (2011). Einfluss des Vertriebs auf den Markenwert im B2B-Bereich: Konzeptioneller Rahmen und empirische Überprüfung. Journal of Product and Brand Management, 20(6), 487-498.

Bornemann, T., Klarmann, M. & Moosbrugger, M. Verhaltenswissenschaftliche Forschung zum organisationalen Einkaufsverhalten: Überblick über die Marketingliteratur. Schmalenbachs Z betriebswirtsch Forsch72, 447–478 (2020).

Hue, T.T., & Hung, T.H. (2025). Auswirkungen künstlicher Intelligenz auf das Branding: Eine bibliometrische Übersicht und zukünftige Forschungsrichtungen. Humanities and Social Sciences Communications, 12, 209.