I’m now reading Philip Kotler & Waldemar Pfoertsch’s B2B Brand Managment. The authors quote a research done by McKinsey and MCM regarding the relevance of brands in B2B markets.  Out of the extremely intersting data seasoned with real cases taken out of the everyday business of global brands, I thought two graphs might draw your attention:

The importance of Brand Functions in both B2B and B2C:

Brand Relevance according to context factors: