“Brands” in the most frequently understood sense of the term (especially among laypeople) refer to well-known, everyday consumer products (often including the companies that make them). From surveys like, “What brand of toothpaste do you use? What brand of car do you drive? (Or maybe: What brand of cigarettes do you smoke when no one is looking?), a brand, and the value of one, would appear to largely sit in the B2C, business-to-consumer space.
So why would branding be relevant to a business-to-business product or service?