Transformational branding for B2B business: protective packaging company

Abstract

Purpose

The concept of brand transformation concerns a brand strategy that advocates radical changes. It involves a collective set of actions and activities that are coherently steered to regenerate the engagement experience of the target market emanating from the brand strategy. Nevertheless, there are still lack of case studies demonstrating this in the B2B business sector. The purpose of this paper is to exhibit a brand transformation initiative taken by a B2B business, particularly the handling challenges leading to the initiative coupled with the framework and processes involved to make it a success.

Design/methodology/approach

A case study method was applied with documentation of inputs captured from different stakeholders. Consulting practitioners from a brand consultancy involved in the brand transformation initiative documented interviews and audit findings which offered first-hand report regarding their involvement and experience of bringing the B2B business through the brand transformation journey.

Findings

Brand transformation at Fagerdala warranted a radical re-orientation of the brand positioning that supports a clear business intent that was put forward. The initiative encompasses strong leadership, commitment and change management to drive transformational changes involving both internal and external stakeholders. An innovation oriented mind-set is critical to drive radical changes to support coherent efforts that could ultimately engender to distinct brand experience to targeted stakeholders.

Practical implications

This paper provides brand managers, particularly the brand owners practical and realisable example on how to plan and execute brand transformation in a B2B business environment. More specifically, it highlights the indicators for embarking on this initiative, the approach to drive brand transformation based on established brand strategy frameworks and finally how to execute the strategy in a practical manner.

Originality/value

This paper extends the concept of brand transformation that has recently been mentioned in literature from one of conceptual perspective to one of practice perspective. It emphasises and underscores some of the details of execution that is instrumental in the practice of brand transformation within a B2B industry sector.

Citation

Lau, K.C. and Lim, L. (2018), "Transformational branding for B2B business: protective packaging company", Asia Pacific Journal of Marketing and Logistics, Vol. 30 No. 2, pp. 517-530. https://doi.org/10.1108/APJML-09-2017-0216