Meanwhile, branding is the expression of the essential truth or value of an organization, product, or service. It is communication of characteristics, values, and attributes that clarify what this particular brand is and is not. Branding should both precede and underlie any marketing effort. Branding is not push, but pull.
A brand will help encourage someone to buy a product, and it directly supports whatever sales or marketing activities are in play, but the brand does not explicitly say “buy me.” Instead, it says “This is what I am. This is why I exist. If you agree, if you like me, you can buy me, support me, and recommend me to your friends.”
Marketing may contribute to a brand, but the brand is bigger than any particular marketing effort. The brand is what remains after the marketing has swept through the room. It’s what sticks in your mind associated with a product, service, or organization.
The brand is ultimately what determines if you will become a loyal customer or not. For instance, the marketing may convince you to buy a particular Toyota car but it is the brand that will determine if you will only buy Toyota cars for the rest of your life.
Well-researched and well-executed marketing is an investment that pays for itself in sales and brand reinforcement.
Branding makes salespeople jobs become easier and more effective, employees who stay longer and work harder, customers who become ambassadors and advocates for the organization.
Edited by: 浪子
Bibliography
James Heaton. (n.d). The Difference Between Marketing and Branding. Retrieved from
https://www.tronviggroup.com/the-difference-between-marketing-and-branding/
The Difference Between Marketing and Branding
Reviewed by 浪子
on
September 22, 2018
Rating:
Reviewed by 浪子
on
September 22, 2018
Rating:
