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The goal is to make the brand memorable and appealing to the consumer, or rather to the consumer that the company is targeting, whether that is hip single people, couples with small children, or affluent retirees. A total 53% in one survey said that they prefer brands that get involved in at least one social issue that isn’t related to the business. The concept of branding may go as far barbie marketing back as 2000 B.C., when merchants began considering how they could sell their wares more effectively. Merchants in ancient Babylon developed sales pitches to lure in customers. Craftsmen branded or carved symbols on their merchandise to indicate their origin. Successful marketing keeps a company’s brand front and center in people’s minds, at least at the moment of decision-making.

That’s why the brand is considered to be one of a company’s most valuable and important assets. It carries tremendous monetary value, affecting both the bottom line and, for public companies, shareholder value. Together these elements help consumers identify a product and give them reasons to buy it rather than its competitors. The product contributes to the brand equity of the company that produces it.

brand marketing

Companies prioritize product branding to raise visibility around their primary product or a line of products. Brands often distance the product from their shadow so that the audience views a specific product for its own unique identity. In a market of increased online business activities, your success depends on how well you strategise and conduct your That’s why every frontrunner across industries invests a significant chunk of their budget in brand marketing initiatives. While an excellent product range is the chief ingredient of a business, it’s not enough alone anymore to appeal to the target customers. Branding represents a company’s personality and makes it stand out among its peers.

While it’s not the sole element of its marketing, the brand relies heavily on retail branding. This genre of marketing is all about how you make a customer feel when they visit your retail store — be it physical r online. It requires thorough customer research and cross-channel consistency to help the customer feel as familiar with the brand as possible. Pepsi already has a very strong identity and could overshadow the strength of the product brand of the chips. As a popular and globally recognizable brand, it realized that holistic branding for Funtime snacks could hide the product itself. Product branding, also known as merchandise branding, is when a business introduces a product or a product line to the public with its own unique identity.

This means devising a goal and a plan, executing it, and measuring the results to optimize for the future. Let’s take a deeper look at brand marketing strategy and how to do it. While branding is your identity, marketing is all the tactics and goals used to communicate that identity, build relationships with customers, and drive sales. Brand and product marketing are often mixed in any ad and marketing budget. Think about what problems your products or services solve for consumers and what pain points they can alleviate. You should also consider your brand’s promise or what you want to be known for, such as being a leader in your industry.

The difference between a fad and an enduring cult brand also comes down to good timing, says Fournier. Yes, cult brands channel powerful marketing strategies, but for success stories like Gerwig’s Barbie, serendipitous timing is key. There’s another way that marketing and branding are different, and that is conversions. Marketing is mostly measurable and attributable, and typically demands the use of KPIs to prove its performance and value. The power of branding is generally harder to quantify and measure, and it is therefore not so strongly connected to KPIs. (Even so, branding is becoming more measurable via various online tools and methods. Take a look at how Karcher vacuum cleaner brand was able to measure an 81% lift in brand recognition via Outbrain native ads).

Once you’ve established your goals, brand image, and target audience, you can now start to think about the marketing strategies you want to use to promote your brand to your ideal customers. Ensuring that your brand image remains consistent across your website, social media platforms, and other marketing channels is the key to building your brand awareness and recognition with consumers. Brand trust refers to how strongly customers and consumers believe in your brand. These things can create trust among your customers, which is important in a world where a mere 14% of people feel confident in large businesses. This growth often means that both areas of a business will develop strategies and tactics to support different goals.

That’s why you must prioritize building a brand and communicating it to your target audience effectively. For that, you need to choose your preferred methods carefully. Offline branding is a traditional marketing approach that functions outside the internet space. It targets audiences who are not that active on the web and builds brand awareness through different offline channels like TV, newspapers, billboards, etc. For a new brand marketing strategy to work, it needs buy-in and requires that employees follow the new direction of the company. Hosting ongoing brand guidelines training is a great way to educate and align your entire staff.

Brand managers seek to align all aspects of the company and the product with the brand and vice versa. Nike, for example, encourages its employees to pursue athletic hobbies, while Walmart promotes frugality with spartan corporate offices. If you want to learn more about branding and marketing strategies, there is nothing like hands-on experience. Here are a six popular online courses to consider taking to boost your knowledge of these complex topics. GoPro’s editing program creates videos for customers with start and end frames that feature its easily recognizable logo.