A Qualitative Inquiry into Customers' Perspectives on Branding and the Role of Digital Technologies in B2B : A Case Study of Panasonic

Branding is a well-researched notion in the business-to-customer (B2C) environment but a concept which is unexplored in the business-to-business (B2B) context. Conceptually, similar to B2C organisations, digital communication via digital tools and devices allows B2B organisations to experience the benefits of exposing their brands to a wider audience. In reality, questions of whether branding is purposeful in the B2B context and what role digital technologies play in B2B branding remain open. This study explores branding in the B2B context, using Panasonic as a case study, to consider the value of B2B branding from the B2B customer (buyer) perspective. Results indicate that B2B branding is of importance in the B2B context, in particular for an organisation such as Panasonic where reputation is a driving force in attracting new B2B customers and nurturing long-term relationships with existing B2B customers. Moreover, this study concludes that whilst use of digital technologies enables the portrayal of brand perceptions of Panasonic, digital technologies have yet to be fully embraced for the purpose of branding in the B2B context