In simple words, if you own a brand, then your only objective is to promote your brand’s services or products. Right? And when you will do that, directly or indirectly, you want to promote your brand’s name too. So, this is what Brand Marketing is. 

It looks sooo simple… but there are a lot of things to do to establish a brand. It looks simple, but huge brands have invested billions of dollars in their journey. And right now, they are at the top. But, marketing the brand is not easy.

Brand marketing involves many things, such as branding, marketing strategies, brand awareness, types of brands, brand equity, brand recognition, and brand relevance. Let’s dive into the topic.

What Is Brand?

You will know about marketing, but wait, before that, you need to understand – What is Brand? 

In simple words, companies try to differentiate from other brands. We can say that brand is the personality of a company. A company tries to communicate in several ways. So what are the ways? These are- specific taglines, names, logos, tones, and voices. We know that Amazon, Walmart, and eBay are all e-commerce companies.

But they are completely different from each other when it comes to BRAND. But as a company, they all are from the same niche. You can also say how people recognize a company or how they memorize a company- that is called a Brand too. 

There are different kinds of brands, but three main types are,

• Corporation or Company Brands
• Personal Brands
• Product Brands

What Is Brand Marketing?

I guess now you have a pretty good idea about Brands. Now it is time to understand brand marketing. Let me start with an example. Suppose your company produces beverages. If you only focus on selling your products, then you will be beneficial for a short time, but you will lose in the long run.

But, when you focus on growing and establishing your brand’s name. And with time, build customer relationships, and establish the brand’s value. That will be brand marketing. The products and services are to show credibility and proof that, as a brand, they are fulfilling its promise. A brand marketing strategy helps a company to evolve.

A company can use various channels and mediums for its marketing activities. These channels can be paid search, social, and digital advertising. For best practices, companies use different channels together so that the reach will be wide. This is called Media Mix. 

Marketers use content marketing and email marketing for brand strategies. They use these strategies to increase brand awareness and reach a greater audience. But one of the difficult things is to give the right messages to the right audiences. For that, we need to understand brand attributes. 

What Are Brand Attributes?

We people have different personality traits, as brands have. They have their unique attributes. How do you put attributes of a brand? 

You can say how consumers see and identify a brand from other brands. Attributes include names, colors, taglines, and even sounds or tones. In addition, attributes can be defined as feelings. Most of the time, brands show feelings through their stories. Feelings include transparency, honesty, dependability, innovation, and authenticity. 

What Is Brand Equity In Marketing?

Learning marketing without knowing equity will not help you to understand the topic. So brand equity, I guess almost everyone has heard about the word. But do you know what is the meaning of it? 

The basic meaning of equity is the Value of a brand. Or we can say how the consumer’s perception of a brand’s value, is equity. It is a bit difficult, don’t worry.

Suppose there are two different companies that sell the same product, and both companies are at the top of the list. Let’s say A and B. There are 5 Million people who know about A, and 20 Million people know about B. so, in this case, B has strong brand equity. There are different measures and factors that work behind brand equity. 

Brand Awareness

The first thing is how many consumers know about a brand. This is measured by focused groups and surveys, web traffic, search, and social listening tools.

Brand Loyalty

This factor is measured through the customer and their buying behavior. In addition, the time between purchases and repeat purchases is also measured.

Preference

This is measured through surveys and purchase intent metrics. 

Financial Metrics

The most important thing for any brand is how much the sales are going. So, through brand marketing campaigns, companies try to increase their sales.

Brand and Consumer Relationship

The relationship between a brand and its consumers is important. The relationship depends on the connection between consumers and their brands. There can be both negative and positive relationships. Also, relationships are different. Some are connected through strong brand loyalty, and some are emotionally connected. 

So, what do we call a strong brand relationship? An ideal relationship is one with an emotional, positive, and strong connection. The objective of a brand relationship is to turn a one-time consumer into a lifelong consumer.

Importance of Brand Marketing

One of the most important things is to make genuine connections. The marketing strategies are there to tell unique stories. The importance of branding marketing-

• Customers get attracted and interested.
• Brands can invite potential customers.
• People can learn, discover and experience a brand’s products.
• Spread the core of a company.
• Brands grow loyalty and advocacy.

Best Examples Of Brand Marketing

Some of the brands that have the best brand marketing techniques of all time are: 

Sephora

Popular for its high-quality skincare and beauty products, Sephora has always taken pride in itself for offering a shopping experience that is customized as per each customer’s specific needs, wants, and preferences.

“Sephora has an effective email marketing strategy that provides customers with deals, offers, and product recommendations.”

Skillfully merging a digital experience with its offline retail and personalizing the beauty experience of its customers has always kept Sephora higher in position from its competitors in the market. 

The brand uses customer data it collects to make well-studied decisions about its marketing strategies and is constantly looking for ways to give its customers the best shopping experience.

GoPro 

“GoPro does this through enabling their users and customers to provide amazing user-generated camera footage.”

This has helped them immensely to beat their competitors in the race.

Previously, loads of photographers, adrenaline addicts, athletes, and YouTube creators were upset with cameras that could not succeed in consistently delivering the dynamic and high-quality images that are required to grab viewers on social media platforms.

However, GoPro cameras are a hit among those people who love to capture their adventurous stunts on film as they successfully manage to record such cases in their films that are otherwise impossible to capture with a regular traditional camera. 

Recording with GoPro has become a lot easier. The videos are highly shareable, authentic, and invigorating. 

Nike

There are very few brands that are as popular as Nike and its “Just do it” slogan. 

Amid facing multiple competitors since its birth, Nike has never failed to remain on top. 

From the very beginning, Nike has inculcated a certain recognition in the minds of consumers and has focused its entire marketing strategy on promoting specific values, like athletic excellence, overcoming adversity (by desire or will), and innovation.

Innovation is the quality that each brand must willingly accept under every circumstance. 

Over the past years, all of Nike’s launches included its Waffle Trainer, their self-lacing shoes, and the Nike Vaporfly sneaker -which was not only innovative but also promoting their brand alongside.

Launched back in 2018, Nike’s “Scan to Try” lets customers scan their barcode available on any of the  products in the store and then use the application to see what different variances of the same product are available within the brand. They may also find other information about the products as well.

Frequently Asked Questions (FAQs):-

Here are some interesting questions and answers.

To Conclude 

I think now you have a pretty good idea about brand marketing. But if you need to make a good marketing strategy for your brand, you can follow these steps.

• Market Research.
• Objectives and Goals.
• Definition of the Audience.
• Unique Brand Identity.
• Positioning and Messaging.
• Work on Brand Guidelines.
• Rollout Timeline.
• Brand Measurement.

If you find any difficulties in making a good branding strategy, you can take help from a marketing brand manager.

Please do not forget to give your valuable feedback.

Thank You.

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