Marketing and branding, two of the most common used words in the contemporary world, is closely linked to each other without doubts, but the importance of branding to successful marketing is enquired to measure in term of the question. In fact, various people have different ideas on marketing and branding. For most of people, or customers, the two are normally combined in their minds or even equal to each other. For example, people could raise Apple as the answer for both questions of "what is good branding" and "what is successful marketing". In fact, they are two separate topics on academic, and branding is just one of the numerous marketing activities apparently. However, the perception of consumers might be a good guide to answer the question. In the following of this essay, the importance of branding and brand loyalty would be discussed in theory firstly, and further analysis would be made on them separately, supporting by examples of Virgin Atlantic airway. Finally, a conclusion will be given out. In general, there are numerous definitions of marketing as it has various features to involve, and the one below has concluded main factors of it: "Marketing consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas." (Dibb et al 2001, p1) According to this, it is obvious that the objective of marketing is to satisfy demand of customers by those ‘individual and organizational activities’ like promotion or pricing of goods, which are all just means to achieve that. Additionally, organizations could stand out from their competitors once they meet the needs of customers better than others. Thus, it can be said that the successful marketing is to provide competitive advantages for organizations by doing better in satisfying customers’ desires through products and other marketing activities. Product is the core of marketing, which including tangible goods like food or drinks or intangible services, as it is the major way to embody customers requirements; and, branding is directly associated with it. In fact, branding is all about decisio ns of products, like brand names or trademarks. Stork (2007) asserted that a brand is a unique business identity which represents the personality, quality or origin of products. And, such a product which added value by branding would appear in every activity of marketing, namely, branding is actually react on the whole marketing system directly and indirectly.
Marketing In this day and age is vital for a company to perform at its possible best. Marketing’s main focus is to give great satisfaction to a customer. There are many aspect of marketing, these aspects give marketer’s the tools to help strive for the best possible success they can achieve. They hope that they can create exposure for their brand, product or service.
One of the best ways to describe marketing is: Marketing is managing profitable customer relationships. The goal is to attract fresh customers by promising greater value and to keep and grow current customers by delivering satisfaction. We further define marketing management as the art and science of selecting target markets and building profitable relationships with them. This is how the marketing strategy was formed in this submission.
Every company seeks to create its own brand - a unique and effective image. Purpose of brand is attracting and retaining customers in its market share. Branding in marketing is a complex technology, aimed at making advantageous position a brand from the competition. Facilitating the search for the necessary goods to the buyer, branding in marketing becomes more effective if the consumer product features meet market requirements. It is especially necessary to identify the goods, for a case of unprepared buyer which can not assess the competitive characteristics (for example, high-tech products). The development of technology has had a huge impact on human society. It is reflected in the fact that we are surrounded by complex technical devices that we use every day and sometimes we have no idea of how this thing is located within. Here the brand comes to help the consumer that stands out from all those product characteristics that are important to the consumer and facilitates the understanding of the product.
Branding and marketing are both buzzwords that to the uninitiated seem interchangeable. After all, they’re both methods businesses can use to increase their profits and productivity. Despite this end goal, there are subtle differences in how and why the tactics are used.
Modern customer is very brand conscious. Branding is a process of stamping a product or a group of products or something else which the marketer offers, with some identifying name and mark or combination of both (Kotler, 2001). It creates individuality in the offering facilitating it to be easily distinguished and recognized in the market from rival offerings (Lamba, 2013).
Marketing has been a major component in organisations, it exhibits the primary focus on transactional exchange and its key focus on the products or services may be of interest to customers, and the strategy to use in sales, communications and business development (Kotler, 2009). The history of marketing and marketing practices itself can be related back to as far as 7000 B.C. (Carratu 1987), it derived from the changing revolutions as well as the rise of economies particularly in the 19th century (Robert 1988). Marketing come from evolving practices, approaches and theories that have been accumulated and brought up from scholars, business people and practitioners. The changing environment in organisations, social changes, development, and particularly the growth of national and international economies has led to organisations into the field of marketing.
"Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others." (Kotler et al, 2003:13). Marketing is a key aspect within a business and has several different functions. Some of these functions include, research, analysis, promotion, pricing and distribution. These functions lead into the evolution of the five alternative concepts under which organisations conduct marketing activities. The concepts include the production concept, the product concept, the selling concept, the marketing concept and the societal marketing concept.
This chapter discuss the general branding phenomenon, the concept of brand, brand identity, brand image, and how making a creation of brand. And explain the importance of branding and the relation between branding and architecture. There are various terms used when analyzing brands, and working with the concept of branding. Therefore, in this chapter will account for the most relevant terms included in this thesis to clarify the interpretation of them in this particular context. And clarification of the definition of a brand, which is the very core of the term branding. This will lead to a clarification of brand identity and brand image which will continue to discuss place image and will end by explaining
A brand identifies a seller’s product from a competitor’s product. There are three main purposes for branding product identification, which is the most important purpose, repeat sales, and new-product sales. Branding has a lot of terms that marketers use there is brand equity, global brand, and brand loyalty. Marketers also have different brand strategies that they use for different products or customers. It all depends on the consumer for them to decide which strategy they will use. The different strategies are generic products, manufacturer’s brands, private brands, individual brands, family brands, and co-branding. The branding purposes and the branding strategy make up the importance of branding.
“Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” (AMA, 2007)
Moreover, brand name, brand advertising are important to identify the uniqueness of the brand in the mind of customers.
When people go to a store in order to buy food or commodities, they are faced with a problem of a wide choice of goods because nowadays there is a huge range of different producers. Moreover, all of them try to be recognized on the market by creating a significant image. As a result, companies create own brands. According to American Marketing Association (2013), a brand is “a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.” Also, the process of creating connection or association between emotional perception of the consumer and company’s product with target of creating distinction and building loyalty has known as a brand management (Hislop, 2001). For instance when someone mentions Apple, most people instantly think about high quality and high-tech. Another example is Coca-cola. This company many years has and develops long-term relationships with customers by not only selling cold drinks but also providing a lifestyle. That means that loyal customers are satisfied with added value that the company offers instead of other companies (Bergström, Landgren & Müntzing, 2010). Hence, brand management influences consumers’ behaviour and satisfaction by creating brand identity and loyalty.
The word “Brand” owes its origin to the Norwegian word “brand” which means to burn. Farmers used to put some identification mark on the body of the livestock to distinguish their possession. Products are what companies make, but customers buy brands. Therefore marketers resorted to branding in order to distinguish their offerings from similar products and services provided by their competitors. Additionally, it carries an inherent assurance to the customers that the quality of a purchase will be similar to earlier purchases of the same brand.
Marketing is the activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people. Many people believe that marketing is just about advertising or sales. However, marketing is everything a company does to acquire customers and retain a relationship with them. Even the small tasks like writing appreciation letters, bringing a client for lunch, returning calls quickly and meeting with a past client for coffee can be thought of as marketing. The ultimate goal of marketing is to match a company's products and services to the people who need and want them, thereby ensuring profitability. (Anon., n.d.) The term consumer behaviour refers to the behaviour
Brand offers superior quality of the service to the customer’s expectation and satisfaction. Furthermore, people are much attached to the branded products, as majority of the people purchase the branded products with the belief that brands show their status and life style in the society. And also because they believe that they are purchasing quality when purchasing branded product. As duration of stay creates impact of brand on consumer behaviour, so verification of brand image, brand loyalty and personality should be considered as the significant factors in this regard. It can also be said that there is need to improve the product of a particular brand so that the impact of brand on consumer behaviour is more effective in comparison to the existing scenario. The study also reflects that the product features are very essential for consumers. Advertising plays a very important role in achieving growth for any product or brand. The right media for advertising products and services should be chosen to gain customer attention.