There is a spectrum of opinions about Branding and Marketing and the difference between the two. Market Management knows that even if marketing and brand management fall under same the umbrella, they are different from each other.
What is Brand?
Brand is the name, term, design, symbol or feature that distinguishes one seller’s product or services from another. The trade-mark design or symbol is an identity of the organization and everything it stands for. Brand is a “promise delivered”.
A brand will help encourage someone to buy a product, and it supports whatever sales or marketing activities are in play, but the brand does not explicitly say “buy me.” Instead, it says “This is what I am. This is why I exist. If you agree, if you like me, you can buy me, support me, and recommend me to your friends.”
Just understanding brand is not enough if one does not know how to manage a brand. Brand Management is a communication function which includes analysis and planning in the positioning of the brand in the market and the buyer while maintaining the desired reputation of the brand. It is a “fulfillment in customer expectation and consistent customer satisfaction”.
What is Marketing?
Marketing is “The management process responsible for identifying, anticipating and satisfying customer requirements profitably”. Marketing is an integral part of your brand. It helps you to communicate the promise that you want customers and prospects to know about. Your marketing should also be based on your brand positioning, personality, values and tone of voice that have already been defined.
Difference between Brand and Market Management
Marketing is actively promoting a product or service. It’s a push tactic. It’s pushing out a message to get sales results: “Buy our product because it’s better than theirs.”
On the other hand, Branding precedes and underlies any marketing effort. Branding is the reverse: not push, but pull. Branding is the expression of the fundamental value of an organization, product, or service. It is communication of characteristics, values, and attributes that clarify what the particular brand is about.
Even though marketing contributes to a brand, brand in its self is bigger than any marketing strategy. Once the marketing is over and done with, it is the brand that is associated with the organization and remains to the end. The marketing strategies maybe draw the consumers in, but it is the brand that ultimately sells the product or service. In the final analysis, Branding is strategic. Marketing is tactical.
In essence, marketing is what you do to get your message or promise to customers, while your brand is how you keep the promise made through delivery to customers.
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