The transition point represents a company???s rise to the chal-lenge of building a B2B brand.Summary Branding is just as relevant in B2B as it is in B2C. Brands like Microsoft, IBM, Intel, Dell, SAP, Siemens, FedEx, Boeing are vivid examples of the fact that some of the world???s strongest brands do exist in B2B. Branding is not about stirring people into irrational buying deci- sions ??? it is ra