brand-marketing

Brand Marketing In A Nutshell

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:

  1. Brand identity and image – this involves making the brand recognizable with symbols, colors, logos, packaging, and so forth.
  2. Brand awareness – the extent to which a consumer is familiar with the characteristics of a brand.
  3. 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.
  4. 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.
  5. 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.

Key takeaways:

  • 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

Affiliate Marketing

affiliate-marketing
Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Ambush Marketing

ambush-marketing
As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.

Brand Building

brand-building
Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.

Brand Equity

what-is-brand-equity
The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.

Brand Positioning

brand-positioning
Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.

Business Storytelling

business-storytelling
Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.

Content Marketing

content-marketing
Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.

Digital Marketing

digital-marketing-channels
A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.

Growth Marketing

growth-marketing
Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.

Guerrilla Marketing

guerrilla-marketing
Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.

Inbound Marketing

inbound-marketing
Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.

Integrated Marketing

integrated-marketing
Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.

Marketing Mix

marketing-mix
The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.

Marketing Personas

marketing-personas
Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.

Multi-Channel Marketing

multichannel-marketing
Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

Multi-Level Marketing

multilevel-marketing
Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.

Niche Marketing

microniche
A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.

Relationship Marketing

relationship-marketing
Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.

Sustainable Marketing

sustainable-marketing-green-marketing
Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.

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