Brand marketing describes the process of an organization building a relationship between its brand and customers from the target audience. Instead of marketing the features of a particular product or service, brand marketing promotes the whole brand by mentioning how those products and services support the brand’s promise.
Understanding brand marketing
Despite this important distinction, brand marketing works in much the same way as the marketing of a product. It takes place on various channels such as paid advertising and social media, with the most effective strategies incorporating a media mix that helps the brand reach a wider audience.
When implemented correctly, brand marketing helps the company establish and grow a loyal base of customers. This can only be achieved by the continual and consistent communication of the brand’s identity in a compelling and meaningful way.
Long term goals of brand marketing
How can brand awareness, recognition, and trust be created in such a way that the overall reputation of the brand increases?
Successful brand marketing can be broken down into a number of specific components:
- Brand identity and image – this involves making the brand recognizable with symbols, colors, logos, packaging, and so forth.
- Brand awareness – the extent to which a consumer is familiar with the characteristics of a brand.
- Brand loyalty – there are many ways to do create loyalty, but delivering on quality and value, asking customers what they want, and focusing on consistency is a good start.
- Brand engagement – a key component of brand marketing as it is a process that forms an emotional or rational attachment between the brand and consumer. If nothing else, brand engagement positively influences purchase intention.
- Brand ambassadors – these are consumers that recommend a product or service to their friends and family and are an important driver of new customer acquisition.
Brand marketing examples
Let’s conclude this article by taking a look at some examples of brand marketing in action:
- Apple – for each new product it releases, Apple sells a lifestyle with its crisp, white packaging, well-attended product launches, and sometimes provocative marketing campaigns. Apple’s brand marketing strategy has created a dedicated and loyal user base who believe they need the company’s products to improve their lives.
- McDonald’s – the fast-food restaurant chain has used consistent brand marketing to make it one of the most recognized brands in the world. McDonald’s relies heavily on brand identity and image in particular, with its golden arches logo more or less the same as it was when the company was founded. The brand’s core message of fun and happiness has also remained constant over the decades.
- Nike – where Nike differentiates its brand marketing strategy from competitors is in its ability to tell stories. Whether it be a social media post, product description, or even the décor in company headquarters, Nike does not miss a chance to explain where it has come from and where it intends to go. Storytelling increases loyalty and engagement because stories include a human element that makes the brand more relatable.
- Brand marketing is a way for an organization to promote its brand as a whole.
- Successful brand marketing can be broken down into a number of specific components. These include brand identity and image, brand awareness, brand ambassadorship, brand loyalty, and brand engagement.
- Examples of effective brand marketing in action include Apple, McDonald’s, and Nike. Each company markets its brand in a way that is meaningful and relevant to the company and its consumers.
Connected Marketing Concepts
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