Brand Marketing: Definition, Application & Effectiveness

Get an in-depth look at what is brand marketing, its definition, application and effectiveness in helping a business to attract greater sales.


All about Brand Marketing

Marketing helps Businesses to success. It is a way to promote the business so it can gather greater sales. However, most business owners find this type of marketing and branding difficult. It essentially focuses on tactical planning in order to associate the business with its target market. Branding on the other hand, is geared towards strategic marketing actions to determine the possibility of customers converting to users.

This article focuses on the substantial information every business owner has to know. This may seem too technical for a layman but all fundamentals are explained in clear, understandable ways. Read its definition, application and effectiveness.


Knowing the Definition

Brand Marketing is more than just determining the brand name. It is an endeavor that speaks to how the business wants to be known. This will represent the business of what it is, what it does and the quality of products or services it provides. This applies to all products from food to technologies.

If a business sells a generic product such as bath soap or shampoo, the generic’ term can carry the company’s name. For example, the popular toothpaste Colgate has become a generic brand. Therefore, a person who plans to buy a different brand will think twice.

Brand Marketing Application

Even big companies achieve brand marketing by manufacturing their own product. Wal-Mart has their own line of brands on their shelves. They are usually tagged as brand names’ but people are actually purchasing their products. One of their brands, Sam’s Choice, is just as comparable to other brands, Like Target’s Market Pantry.

In some cases, a company would engage in this type of marketing for a specific cause. Therefore, the customers are able to know instantly what the company represents once they heard their name. Nestle has successfully branded itself to advocate healthy food. From their infant formula to cereals, their products are instantly conveyed as healthy.


It’s Effectiveness

The focus is to shift the attention of the customers so that you can influence them to believe in the product. Once customer loyalty is achieved, it is harder for the competitors to convert them into trying new products. Here are possible effects of successful branding:

  • Parents who would go to see a movie with their children will be at-ease once they see that Disney produced the movie. Just the same, a Stephen Spielberg movie is always assumed to be a blockbuster hit.
  • An employee who wants to go to work feeling alert will go to Starbucks instead of other coffee houses.

The effectiveness of such marketing drive relies on the quality of the brand, aside from promotional tactics. Quality products are more likely to be purchased again since they offer better features than those from inferior sources. This goes to show that products have to be consistent with the company’s brand in order for it to be effective.

Brand marketing should never be taken for granted. The success of it can make or break a business so it is better to plan thoroughly. For more information, speak to a business expert today.