It is an acronym for Business-to-Business. In simple terms, one business offering a product or service to another business, but not directly to the consumer, is termed as a B2B product / service. e.g. electric motors, machine tools, hoists and cranes, copiers, machinery, etc. are termed as B2B products. When a business is selling its goods or services directly to the consumers, it is termed as B2C category of business.

Peculiarity of the B2B domain is that, in majority cases, the customer is directly in contact with the manufacturer which is not the case in B2C.

Considering the very specialised nature of this business, one needs to develop a unique approach towards B2B Brand Development and Marketing Communication.