Varos Glossary

Brand Marketing

What is Brand Marketing?

Brand marketing naturally denotes any marketing activities that are aimed to promote a brand as a higher-level idea than any individual product, service, or aspect of a firm.

That's why it's important to remember that marketing a brand is distinct from selling a specific product. The latter focuses on getting the word out about your unique services to consumers, while the former emphasizes broader ideals like your company's core principles, image, and mission.

Brand marketing strives to instill in consumers a belief that their favorite brand will always be unique and desirable to represent, even if its product offerings change over time. Therefore, in order to be effective, brand marketing must be a continuous, long-term process.

Brand Marketing Strategy

To make your brand more noticeable and well-known in the market, you'll need to use a brand marketing plan. It is possible to see real progress after developing a thorough plan for your brand and then following through with it. We won't go into detail about all the possible brand marketing techniques that may be used depending on your audience, budget, and marketing campaigns, but we will discuss some of the more prevalent ones.

  • Recognizability of the brand. Brand names, logos, slogans, and even color schemes may all play a role in helping consumers identify a particular business. Companies like Apple, Coca-Cola, and Starbucks are great examples of those who harness the power of their brand names to attract and retain consumers.
  • Create a name for yourself. Companies with subsidiary items that can stand on their own under their brand use this tactic. Snickers, Twix, Bounty, and M&Ms are just a few of the candies.
  • Attitude branding. It's smart to think about using this tactic. Attitude branding in marketing is used by companies like Nike to convey a brand's personality and identity.
  • In-house brand. Food markets often use this method. For instance, Walmart undercuts more established brands by selling similar items at lower prices.
  • Crowdsourcing. Your brand's success here depends on the public's willingness to back its inception. You're using the help of your fans in the naming process of your brand. With this method, you can tune your product pitch directly to what your customers want.
  • The "no brand" strategy. Good things may happen to your company's image if you adopt this basic strategy. Your logo and product are designed in a way that is both generic and unique.
  • The expansion of a brand. When an established firm wishes to introduce new goods or services, they often use this technique. The most up-to-date offerings will maintain the original brand's original look and feel.

The Importance of Brand Marketing

  • Differentiation is achieved via branding

People's perceptions of you are shaped by your brand, therefore it stands to reason that a well-executed brand marketing strategy may give you an edge over the competition. Customers are more likely to be loyal to a company than to a specific product, making it crucial to establish and nurture an emotional connection with them.

  • The power of branding to unite

To create a brand that resonates with your target audience, it's important to be clear about your values and mission. Whether your company's core principles are eco-friendliness, exceptional value for the money, or technological innovation, spreading the word about your brand can get anybody excited.

  • Money is made because of branding

Consider the most well-known brand in the world. Don't forget to consider purchasing them. Does the total value of their tangible assets equal the amount they're asking for? Probably not, since their market worth is the total of their brand identities, their brand awareness, and the value of their brands in the eyes of the public.

Brand Marketing vs Product Marketing

Both types of promotion are necessary for the long-term success of any firm. However, these two divisions often compete with one another for the lion's share of the company's resources.

  • Marketable Advantage. Brand marketing may be useful if there is a lot of rivalry in the market since it helps the product stand out. Thus, the likelihood of obsolescence in the face of newer, cheaper, and more aggressively marketed items is reduced.
  • Desirability. Products with distinctive qualities and appealing selling points generate more interest in marketing campaigns. Consumers are more likely to buy a product that has a strong brand behind it because of the marketing efforts put into building the brand's reputation, attracting consumers to the brand, and encouraging repeat purchases. Customers have two primary wants: the product itself, and the associated brand. Providing services like translation and transcribing helps businesses expand their consumer base and build a name recognized throughout the world.

Brand Devotion. Customers that buy from you again and again are dedicated fans of your product. Product marketing focuses on showcasing the superiority of one's goods, whereas creative brand marketing strives to build positive associations between the target audience and the advertised company. Seeing ads for things they already like reinforce their purchasing decisions and strengthens brand loyalty.