BRAND MARKETING Meaning and
Definition
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Brand marketing refers to the strategic activities and techniques undertaken by a company or organization to promote and build awareness of its brand and create a strong and positive brand identity in the market. It involves the use of various marketing strategies and tactics to communicate and establish a distinctive and unique brand image, values, and offerings to the target audience.
The main objective of brand marketing is to create a strong brand perception and recognition among customers, enabling the brand to stand out from its competitors and generate customer loyalty. This includes developing a clear brand positioning and value proposition that resonates with the target market, and consistently delivering on that promise through all marketing channels and touchpoints.
Brand marketing encompasses a variety of activities, such as advertising, public relations, sponsorships, events, content marketing, social media promotion, and customer engagement. These activities aim to shape and strengthen the brand's reputation, establish brand equity, and foster emotional connections with customers.
Effective brand marketing involves understanding the target audience's preferences, needs, and desires, and tailoring marketing messages and experiences accordingly. It requires a deep understanding of market trends, competitive landscape, and customer behavior to create impactful and engaging marketing campaigns that leave a lasting impression and drive brand loyalty.
Ultimately, successful brand marketing helps to build brand awareness, enhance brand perception, increase brand preference, and drive customer acquisition and retention.
Etymology of BRAND MARKETING
The word "brand" originates from the Old Norse word "brandr", which means "to burn" or "a burning". In Medieval times, the term brannde was used to mark livestock with a hot iron to distinguish ownership. Over time, "branding" evolved to represent the unique identity and reputation associated with a product or company.
On the other hand, the word "marketing" has its roots in the Latin word "mercatus", meaning "marketplace" or "trade". It further developed from the Latin word "mārkāre", which means "to mark" or "to market".
The term "brand marketing" emerged as a combination of these two words, signifying the process of promoting and managing a brand's identity, image, and offerings in the marketplace. It involves various strategies and techniques to create awareness, build a reputation, and establish a distinctive position for a brand in the minds of consumers.
