ABSTRACT
The modern business environment is fast-changing and extremely competitive. Branding explains all the activities involved in establishing an inimitable distinctiveness among products. It creates the ease of recall of brand names, traits/values, preferences for quick recognition of products in the mind of business partners and target clients. The importance of branding in the Business-to-Business (B2B) market cannot be overemphasised , with business relationships attracting a series of scholarly literature on the determinants of brand relevance, purchase importance and purchase complexity. Business organisations can sustain relationships with their suppliers or buyers through understanding and implementing basic principles. Business organisations can sustain relationships with their suppliers or buyers through understanding and implementing basic principles. Branding will not only build a positive business image but also enhance business performance. Branding helps an organisation to establish a relationship with its target market/audience.
