What is brandmarketing? This term refers to the activities carried out by the brand to promote its offer, thus creating its own image. This strategy is based on the close connection of a specific product with a given brand. Properly conducted brand marketing is able to significantly increase brand recognition, at the same time increasing the sale of the offered goods.

What is brand and branding?

What does brand mean?In English, the word means “brand”. On the other hand,brandinghas no literal Polish equivalent. This expression is understood as a set of activities aimed at the preparation of a corporate identity by the company – for example, the development of a logo, slogan or advertising slogan. Thanks to this, recipients are able to easily associate various products and services with a specific brand. When answering the question ofwhat a brand is , it isworth mentioning that a properly run company associated with credibility and reliability has the ease of introducing a new offer to the market. Customers are willing to take advantage of the new offer only because the organization has always guaranteed the highest quality before.Brandingit is therefore a technique that allows you to build a bond with recipients and a strong position on the market. A properly prepared and implemented strategy will make the elements of visual identification generate specific associations among recipients, for example trust, reliability or innovation.

In short,what is branding? This technique is based on four basic elements:

• Visual identification– the organization should have characteristic elements of visual identification: logo, slogan, advertising slogan. It is with them that she will be associated. The whole thing should be catchy, attractive to the eye and easy to remember.
• Brand consistency– the slogans or advertising slogans used must be consistent with what the brand offers. If consistency is disrupted, the organization will lose credibility.
• Distinction from the competition– not only the product should stand out from the competition, but also the brand that offers it. A prime example of this is tech giants like Apple. When talking about iPhone smartphones, we think not only about a modern device, but also about the brand’s innovative approach to customer needs.
• Unique brand features– how will the brand be associated with the recipients? What features should it show?

What is brand marketing – definition

Since we have already presentedwhat a brand is, it is also worth referring tobrand marketing.This term means conducting promotional activities in such a way that a specific brand and its products are associated with specific features. The difference from classic marketing is that in this case the organization wants to build a strong position on the market for itself and its offer at the same time, and not only for the proposed goods or services. Such a strategy is an excellent plan for the future and produces phenomenal results in the long term. Building a strong brand is time-consuming and requires enormous commitment – both in the quality of products or services, and promotional activities. It is worth knowing not onlywhat brand marketing is, but also what benefits it brings. Primarily:

• market advantage,
• the ability to dictate prices,
• ease of introducing new products to the market,
• permanent customer base.

The definition of brand marketingprepared by Kotler (an authority in the world of marketing, lecturer) says that such activities are the positioning of both the brand and the product on the market in the eyes of the recipient. At the same time, good and organization should be closely related – just like the aforementioned iPhone (product) and Apple (brand).

Strategic brand marketing – target group and market segment

The implementationof strategic brand marketingrequires a plan. In order to prepare a concept, first of all, you should consider which target group the offer will be addressed to. Then think about what the organization wants to represent (image). The final step in developing a plan is to define how the brand will stand out on the market – uniqueness is important inbranding !

Determining the target group for thebrandis particularly important. Nothing gives you as much useful information as knowing your audience thoroughly. Without this data, many marketing efforts may simply go wrong, leaving the organization exposed to costs. When determining your target audience, ask questions such as:

• Who are the recipients of the blog? How old are they, what gender is the dominant one?
• What are they afraid of?
• What are their beliefs?
• What do they need and why?

Strategic brand marketingshould focus on one specific price segment of the market. This could be, for example, the luxury goods sector.Brand marketingworks perfectly in this case due to customer behavior. This is a segment with a limited number of customers who can be particularly attached to a specificbranddue to the quality and unavailability of products (high purchase cost). On the other hand, some brands want to attract customers from the lowest price sector – they are the most numerous. Remember, however, that these are usually people with low brand loyalty, as their main concern is economical purchases, not quality. In this sector, it is difficult to build attachment to a specificbrand.

The last issue is the appropriate selection of channels through which the brand will send messages to the recipients. Social media is effective in many industries. These are websites that allow you to build interaction and strong bonds. On the other hand, in other industries, search engine marketing, mailing and content marketing are used. Each organization should individually consider which channel will be appropriate for acquiring customers and building relationships with recipients.

Examples of effective brand marketing

Strategic brand marketingis able to attract new customers, thus building a solid position on the market. Today, many organizations using this technique enjoy great recognition. A perfect example of effectivebrand marketingis Kylie Cosmetics and Apple.

Kylie Cosmetics – cosmetics from Kylie Jenner

Kylie Cosmetics was founded in 2015 by Kylie Jenner. The celebrity used her image and recognition that she had been building for a long time to start selling cosmetic products. In 2019, the organization recorded a profit of $ 300 million. These are high-quality products, additionally offered at an inflated price, and their promotion takes place primarily in social media (Facebook, Instagram). Customers are willing to pay more for the products on offer because they want to identify with Kylie Jenner herself – this is how brand branding and marketing work.

Apple – innovative computers and smartphones

The Apple brand undoubtedly needs no introduction. From the very beginning, the organization has been distinguished by an innovative approach to technology. At the same time, the brand is created as responsive to the needs of customers – an example of which is the resignation of stylus for smartphones for the convenience of users. Brand marketing in this case is quite simple – if you use Apple devices, you are innovative and inventive people. Although the prices of products may be perceived by the community as overstated, the manufacturer offers devices of the highest quality, distinguished by modern technological solutions. So the customer pays, but rightly expects reliable hardware in return.

Brand Marketing FAQ

What is brand marketing in practice?

The definition of brand marketing says that these are promotional activities whose task is to position the organization and products in the eyes of the recipient. At the same time, the brand and its products are to be associated by customers with specific features, for example high quality or innovation.

What are the benefits of brand marketing?

Brand marketing and appropriate branding allow you to build an advantage on the market. Some organizations are able to dictate prices for this. At the same time, it is extremely easy for them to introduce new products for sale due to the loyalty and trust of customers.

When is it worth using brand marketing?

If you want to build a strong brand, try to implement brand marketing as soon as possible. It is a strategy that requires time, patience, and commitment to develop. The effects, however, will certainly be satisfactory.

What is good brand marketing?

One strategy for achieving this goal is to place an emphasis on maintaining a good attitude. Developing strong, positive emotional connections with your target audience is the foundation of effective marketing for a brand. As a result, the communications you send out should have a constructive goal, such as making the people who are reading them laugh or enlightening them in some way.

What are 4 types of brands?

There are several distinct categories of brands, the most common of which are corporate brands, personal brands, product brands, and service brands respectively.

What are the goals of brand marketing?

The purpose of marketing a brand is to amass a devoted following of customers that keeps expanding over time. This can be accomplished by regularly and consistently communicating the identity and values of the brand in ways that are meaningful and engaging to the target audience.