Definition
Brand marketing is a model of marketing activities aimed at building a consistent and credible image of the company in the recipient's mind. In this approach, the value of the offered product is perceived through the prism of the brand. The customer, having certain beliefs about it (e.g. reliability, eco-friendliness), assumes that each of its products will fit into the overall image of the brand.
Trivia
- Successful branding efforts make it easier to bring new products to market.
- Effective brand marketing allows you to become, over time, a leader in determining the market value of your product.
- It is easiest to achieve branding success in the high-price sector, due to the fact that the customers to whom the message is directed are often willing to pay for high quality and other added values (e.g. prestige, luxury, belonging).
Information
The basic element of brand marketing is visual identification. Without it, the recipient would not be able to build a network of associations, and achieving this effect means success for the brand. The most important elements of visual identification are: signet and logo, tagline, and company name. Mnemonic values include the legibility of the logo and the name that is easy to remember and reproduce in writing (which is especially important if the customer is interested in searching for an offer on the Internet). The aesthetics that make up the brand's visual identification also play an important role - its systematization can constitute a common point of reference for subsequent products and services created.
Since building brand awareness is a long-term process, it is very important to be consistent in the form and content of the message. This will allow you to create a coherent form that will be perceived as more credible. Modifications in this area are possible, sometimes even desirable, but the priority remains to maintain the legibility and recognition of the brand.
The values that the brand communicates and recognizes as its own should be reflected in the company's activities and the products or services offered. For example, if an element of the image is a pro-ecological attitude, then every responsible choice in this respect (e.g. biodegradable packaging or raw materials from sustainable cultivation) strengthens the consistency of the brand, resulting in its greater credibility in the long term.
An important factor in creating a brand image is its uniqueness. It can be built both according to the values with which a given company identifies and according to which it conducts its activities, as well as through a unique way of responding to a customer need. Uniqueness is a value that is not created in a vacuum, which is why a thorough analysis of the competitive market may be useful.
Finally, it is worth noting that presence and systematic activity play a very important role in brand marketing. Repeated exposures are necessary to maintain and strengthen the brand image in the recipient's mind, because the effectiveness of this marketing method largely depends on respecting the psychological laws of learning and remembering.
Summary
Brand marketing is a comprehensive model of marketing activities that focuses on building a consistent brand image in the eyes of customers. Visual identification, consistency of message and brand uniqueness play a key role. Through effective branding activities, a company can gain customer loyalty, facilitate the introduction of new products to the market, and sometimes also have a chance to become a market leader. The regular presence of the brand in various communication channels is crucial to maintaining and strengthening its image in the minds of recipients.
Related entries:
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