As the report declares marketing for B2B focuses on a rather small market. Business value influences buying decision. In addition, the goal of B2B is to convert prospects into customers. B2B managers, therefore, tend to focus on relationship building through communication. Mainly, the business in B2B is between a business and other businesses. Advertising through media becomes critical in B2B marketing.
This paper discusses that most companies consider B2B and B2C markets as diverse ways of marketing that must be handled excessively especially in relation to brand personality. Of importance to note is that, most of the companies that practise these kinds of marketing have brand executives who operate differently where little sharing of information is required. According to Rajeev 2012, brand management might decide to have their brand value generated through the use of both B2B and B2C markets. In contrast, the use of B2B and B2C markets might at times hurt the brand, drastically reducing the impact of brand personality on the given company. In light of this, there is shared brand equality among the product brands especially when there is visible corporate brand that gives credibility to every product that the company owns. The goal of B2C marketing is to purely change known shoppers into buyers in an aggressive but continent manner. In fact, companies that practise B2C marketing use more merchandise activities like coupons, which are meant to capture the interest of the customers immediately. For instance, companies with B2C marketing may use emails campaign in persuading customers to buy their products. This type of marketing has assisted various companies in realizing the importance of loyalty (Prabakaran 2012). On the other hand, the goal of B2B marketing is to purely convert prospects into customers although it is longer and more involving. Most of the companies that use B2B marketing must focus on the improvement of relationship building and communication. Of importance to note is that content is the most crucial in terms of marketing. With reference to brand personality, Howard 2009 argues that B2B and B2C require brand in ensuring that the markets have more sales as compared to