A brand is a distinctive mark used by producers and operators to identify their products, distinguish them from competitors, and identify consumers. Below is my answer to the importance of branding in marketing. I hope it will be helpful to you!

A brand can be a name, a A term, a sign, a symbol or a design, or a combination of the above. In other words, a brand is words, graphics or an organic combination of words and graphics used to identify different companies and products.

1. Corporate brand and brand strategy

1. The meaning and function of brand

Nowadays, brand is no longer just a mark. According to P. Doyle, an authority in marketing, a brand is a name, logo, graphic or a combination thereof that is used to distinguish the products of different companies. ?P? Feldwick's explanation of the brand is: ?The brand is an intangible asset created by a guarantee badge. ? Feldwick is the executive director of the famous advertising agency BMP. Over the past 20 years or so, the company has pioneered the use of sophisticated research techniques to understand the relationships between consumers and brands.

It should be noted that what Feldwick calls "brand" is no longer equivalent to "mark", but has become a broader and more abstract concept. It is an intangible asset created by a "badge" or mark.

In other words, the trademark is not the whole of the brand, but only a sign or mark of the brand.

This distinction is very important. It is a more complete and powerful way of thinking to consider the brand no longer as a name, logo or graphic, but as a set of intangible assets. .

Understanding brand from this perspective is one of the most important advances in the history of marketing development in the 1990s. It is a key used to explain the difference between successful brands and unsuccessful brands.

The role of corporate branding is reflected in the following aspects:

It is conducive to products participating in market competition

First of all, the brand has the function of identifying goods and providing a basis for advertising. Promotional activities such as these provide the basis and guide consumers to purchase goods. Secondly, the exclusive right to use trademarks protected by law will effectively curb the erosion of the company's product market by unscrupulous competitors. Third, a trademark with good reputation is helpful for new products to enter the market. Fourth, famous brand products are more attractive to customers and help increase market share.

It is conducive to improving product quality and corporate image

Brand is the evaluation coefficient and identification emblem of product quality connotation and market value, and is the intangible capital for enterprises to participate in competition. In order to win in the competition, companies must carefully maintain the goodwill of their brands. We dare not take product quality lightly and are afraid of damaging our own brand. The process of creating a famous brand is inevitably a process of continuously improving product quality and establishing a good corporate image.

Helps protect consumer interests

Brand is a guarantee of product quality and origin during the sales process, helping consumers purchase their preferred brands to obtain maximum satisfaction. When there is a problem with product quality, it helps consumers to be compensated for their losses.