What is Branding in marketing terms?
In this article I will explain
what does branding mean
, and why we should focus on branding our products and services as well as emphasizing on developing a strong brand.Before I start to explain what is
branding in marketing
, I want to tell you again what a brand is in marketing terms (check this article:
What is a Brand in marketing terms
)A successful brand is an identifiable (Product, Service, Person or Place), augmented in such a way that the buyer or user perceives (relevant, unique, sustainable) added values, which match their needs most closely.
De Chernatorny and Mc Donald, 1998
What is Branding in marketing terms?
The Word '
Branding
' is the most critical word for any marketer want to launch a new product. Branding is one of the innovative communication tools that help you to reshape your product.
The branding is like the way to help in making your product different and unique in the market.
- Branding is to create ways of reshaping your (product, service, person or place) to make the customers or the buyer feel, see and perceives that you have added value that match their needs closely.
- The new added value for the customer should be relevant to the customer needs, unique (has a competitive advantage than other products), and sustainable (the brand is providing a value that maintains a long period of time with the same quality).
In other meaning of Branding:
The
Branding
is how you are going to communicate and express your strong brand to your target segment. The Branding is concerned about the Strategy you should adapt in your marketing communications mix to communicate your brand with your customers.
Brand and Branding
both are interdependent on each others, and you need to focus on both of them while considering your
marketing communications mix
.For example: imagine you have a great photo that really amazing, and you put that photo in ugly frame, and put it on a dirty part in your wall. Then ask your friend to see that photo. About 99.9% of your friends will tell you that photo is now amazing as you consider, and may be they tell you it’s ugly.
In the previous example: the
Brand
is the photo, and the
branding
is the frame and the part of the wall.Another example: imagine you have a photo that’s not reflecting great meanings in its value, and you put in a frame that cost 500$, and bought it in the best place in your wall. Then you asked your friends about their opinions. About 99.9% of your friends will tell you that the photo looks great from the 1st time they see it, but after they focus on its meaning and how it’s reflecting a different meanings in life, they will tell you its normal and it’s similar to any photo they found in many places before.
Again the photo is the brand, the frame and part of the wall is the branding.
I mentioned the previous 2 examples to tell you that both to have strong brand to develop, and to consider a good
branding strategy
are the best
strategies
that you need to focus on to build a strong
brand equity, Brand loyalty
and
Brand image
with your customers.Related articles to Branding:
-
What is a Brand in Marketing terms?
-
How to develop a branding strategy?
-
How to create a brand identity?
-
What are Brand Perspectives?
-
How to create Brand Loyalty?
-
How to build Brand Value?
-
How to build Brand equity?
-
What is a brand manager job in marketing career?
Related articles to marketing communications:
1. How to improve marketing communications in 3 approaches?
2. How to get a marketing communications job?
3. What is integrated marketing communications?
4. What is an integrated marketing communications plan?
5. How to make an integrated marketing communications plan in 7 steps?
6. Integrated marketing communications templates (Word, PowerPoint and PDF).
7. How to make customers profiling?
8. How to use Pull-Push Strategy in Marketing Communications Plan?
9. What is a marketing communications objectives framework?
10. What are integrated marketing communications objectives?
11. Integrated Marketing Communications Mix:
- What is a marketing communication model?
- What is a Coordinated Marketing Communications (CMC)?
- What is advertising in marketing, advertising age, techniques and strategies?
- How to manage integrated marketing communications mix in different stages of Product Life Cycle?
- Creative Sales Promotions Ideas and Techniques in marketing communications mix
- What are trade promotions management strategies and techniques?
- How to gain customers loyalty and improve customers’ retention?
- What are Public Relations strategies and tactics in marketing communications?
- What are Creative Direct and Interactive Marketing Strategies in Integrated Marketing Communications Mix?
- What is Database Marketing about?
- What is a sponsorship about in marketing communications?
- What is a Personal Selling about in integrated marketing communications mix?
