Brand perception in B2B markets does not serve to create superficial emotional appeal, but rather to fulfill a much more pragmatic role: reduce perceived risk in purchasing decisions, sustain long-term commercial relationships, and differentiate the value proposition where price and delivery truly matter.
To structure this diagnosis with methodological rigor, we developed BrandIntel, the brand equity assessment module of Hub Link Estratégia. This module also can be used to assess B2C and B2B2C brands.