B2B branding is just as important to business buyers as B2C branding is to consumers. Yet, it seems that many B2B businesses do a poor job of developing and managing their corporate brands, sub-brands and other brands. The goal of this chapter is to answer the following questions to help B2B firms do a better job of branding: 1) Why do B2B firms often fail to make good use of branding? 2) Which major B2B firms make very good use of branding? 3) What does a B2B firm need to know about branding as a starting point? 4) What steps should a B2B firm take if it wants to build a strong brand?