Brand analysis

1. Introduction
Market and buying characteristics are different for B2B or consumer buying. Industrial buying is characterised by rational decision making. Many companies would like to think this is the case however it may be more accurate to say that industrial buyer behaviour is more often based on measurable performance characteristics of the offering (and perhaps the availability of high levels of technical knowledge on the subject matter). From the other side consumer buying behaviour is based more on non measurable perceived characteristics such as style fashion or peer acceptance.
From the other side, companies use different marketing strategies for positioning, branding, advertising and presenting their promotional material. My study will be base in the advertising strategies of two companies, one in the B2B market and the other in customer market. Among B2B companies I have chosen WebDesign, a Hungarian company specialised in the design of web pages and other relat...