Question 1 How is building a brand in a business-to-business context different form doing so in the consumer market?

Cisco is a pioneer company in providing networking equipment for the Internet. They sell hardware, software and services for Internet work (Kotler and Keller, 2012, P57). For over 28 years, Cisco has implemented marketing strategies to maintain and enhance brand value and image not only with business partners (B2B), but also directly to consumers (B2C). Two methods of branding: B2B and B2C have pretty clear difference. With B2C, effective strategic approach is outside-in, through the subconscious understanding or meets the needs of consumers. This strategy will prioritize budget allocations for marketing communications to promote the brand and grow the business. B2B Branding effective strategic approach is "inside-out", based on an understanding of the market, the needs of business customers. Budgets will be given priority for research and development and human resources (Pham Viet Anh, 2012). Branding in business-to-business (B2B) can help companies enhance their brand value (Tuckwell, 2011). In cooperation with other brands (especially the strong brand) Cisco image can be enhanced by other brand, customers will attracted to Cisco product. In the 20th century, Cisco developed a partnership with Sony, Matsushita and western United States. Cisco image has been raised by Sony because then Sony is a strong brand in the production of electronic devices. Furthermore, in collaboration with Sony and Matsushita could attract Asian customers, while cooperating with U.S. West could target the western United States. Thus, B2B also help Cisco expand markets, to brand all over the continent. Strategic to development brand direct to customer (B2C) conducted after use B2B to enhance their brand value. Cisco use B2C to increase brand awareness for consumers. Many different marketing campaigns are created through marketing channels such as TV, print ads, social networking. Marilyn Mesereau, Ciscos vice president of corporate marketing, explained,

Clever advertising involves the reader in something thats thought-provoking and provocative and doesnt slam the brand name into you form the first page. (Kotler and Keller , 2012, P57). In 2006, Cisco launched a rebranding campaign to raise awareness of the brand to consumers. (Kotler and Keller, 2012, P57). This campaign has contributed significantly to the increase in revenue and increase brand hierarchy of international Cisco 2008. Applying both methods of branding in B2B and B2C consumer market will surely bring success for the company. The important is when can you use? And how can you apply? B2C market generally broad market to tens of thousands to millions of potential customers, using an appropriately can achieve maximum profits. Reference Kotler, P. & Keller, K (2012). Marketing Management 14E. Upper Saddle River, New Jersey: Prentice Hall. Tuckwell, K. (2011). Integrated Marketing Communications, 3rd edn, Pearson, Toronto. Pham Viet Anh (23/09/2010) Xy dng thng hiu B2B. Retrieved from: http://www.doanhnhansaigon.vn/online/the-gioi-quan-tri/marketingpr/2010/09/1047684/xay-dung-thuong-hieu-b2b/

Question 2 Is Ciscos pan to reach out to consumers a viable one? Why or Why not? According to the case study (Kotler & Keller, 2012, P57, 58), with successfully plans to perform in the past, Cisco plans reach out to consumers is certainly one of the feasible. The first is the migration strategy from B2B to B2C a reasonable and timely manner. The statistics actually prove successful Cisco: Cisco's revenue increased by 41% in 2 years (2006 to 2008). Cisco rose to 18 in the ranking of the biggest global brands in BusinessWeek, revenue reached 39, 5 billion. If you only focus on the B2B market, Cisco's revenue would not have been too much as 39.5 billion. John T. Chambers Chairman and CEO of Cisco stated in his letter to shareholders September 12, 2012: In FY 2012, revenues in the wireless category increased by 19%, sales in the security category increased 12%, data center revenue increased to 87%, compared to fiscal 2011. (Cisco, 2012) Advertising message is an important step of modern marketing. It determines the success of the brand will reach customers. Any marketing campaign that - even made the video web, email, magazine ads, banner ads, television or radio ... - will only be effective if it focused on the message. At the heart of all the ads that promise you made commitments to the customers. Regardless of whether you smart marketing or how memorable, if failed in making that promise, things will definitely not be successful (Marketingvietnam, 2013). At the end of the 20th century, the Internet is affecting the powerful advertising messages of Cisco's "You ready?". Message is the power of the Internet has attracted directly to customers needs. When Cisco focused on product development (2001 to 2003), Cisco started a campaign called "This is the Power of the Network. Now". In 2006, Cisco continues to launch a campaign "The Human Network" which shows the role of the Internet in connecting people ... Create different campaigns in a short period of time, Cisco has image directly affect the customer's mind. Today, the social networking site more and more developed. Cisco focus on accessing product, such as "Cisco Connected Mobile Experiences" (Cisco, 2013). With many campaign creative and

trendy, Cisco created their own "Cisco fans brand" and certainly in the future, Cisco will continue grow with B2C method. Reference Cisco,(2013). Connected Mobile Experiences. Retrieved from http://www.cisco.com/en/US/netsol/ns1205/index.html John T. Chambers (September 12, 2012). Letter to our Shareholders. Retrieved from http://www.cisco.com/web/about/ac49/ac20/ac19/ar2012/letter/index.html Kotler, P. & Keller, K (2012). Marketing Management 14E. Upper Saddle River, New Jersey: Prentice Hall. Marketingvietnam (16-03-2013), T ng no quan trng nht trong qung co?. Retrieved from http://www.marketingvietnam.net/content/view/405/13/