Analyse und Konzeption eines Markenaufbaus im B2B-Sektor

The relevance of brand management in the consumer goods sector is well known, and building a strong brand is one of the most important value drivers for a company. In the B2B sector, its significance is increasing, but it is still often underestimated in its potential. The situation is similar for the cooperative STAPLER PLUS EG, which provides various advantages for its members as a trading organization in the B2B forklift industry. The company, which has been in existence for nine years, can now call itself Germany's largest manufacturer-independent trading organization, without having spent a moment on establishing and solidifying a solid foundation (definitions of core values, corporate identity, etc.) as a common denominator for all measures. This work aims to identify opportunities for brand building and to develop assistance for implementing a brand strategy for STAPLER PLUS EG. It is important to consider the market-specific characteristics of the B2B sector, the choice of legal form, and the offering of a service. Additionally, the results of a thorough situational analysis of the existing company must be included in the development to ensure a fit and to be implementable by STAPLER PLUS EG depending on the existing starting situation.