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Branding definition

Brand Business Concept. Hand with marker writing (© tumsasedgars /

Brand Business Concept. Hand with marker writing (© tumsasedgars /

The word “brand” refers to a name, a design, a symbol, a term, or any other specific type of feature that distinguishes one company’s goods or services from the goods or services of another company’s. Essentially, it is the image or idea that consumers call to mind when they picture specific products that a company offers. In this article, you’ll learn more about branding and why it is so important in marketing.

When consumers shop for products and services, they weigh their options in order to determine what will best meet their needs. This includes more than just ensuring they are getting the best price; they also want to make sure that they are getting the best quality product or service from a company that they can rely on. Shoppers ask a number of questions before they commit to making a purchase from a specific company. These questions often include:

  • Does the company offer outstanding products or services?
  • Does the company stand behind what they sell?
  • Do they have a great reputation?
  • Have they received good reviews?

The answers to these questions guide consumers to choosing the company that they will ultimately purchase the product or service that they are seeking. However, finding the answers to these questions can be time-consuming. Most consumers don’t have the time to thoroughly investigate a company’s background before making a purchase.

There is a way for shoppers to get the answers to the questions that they seek that doesn’t require extensive research. How? – By considering the brand. A brand name provides consumers with important information about a company’s reputations. A brand essentially allows customers to trust the quality of the products or services that a business offers. The mere mention of a brand name or the sight of a logo that’s associated with a brand answers all of the customer’s questions. Essentially, a brand allows customers to determine which company they can rely on to offer them the services or products that will best meet their needs.

Why is Branding Important?

It’s more than just a good logo or a catchy name; a good brand expands the value of a company, makes it the process of acquiring new customers easier, and even motivates employees.

A brand serves as the perception people have a company. It tells consumers about a company’s reputation, customer services, quality of goods, and more. Here’s a more detailed look at the importance of branding:

  • Improves recognition. One of the most important components of a brand is the logo. The logo serves as the face of a company, allowing people to instantly understand what a company offers just by seeing that image. Think about Nike’s famous “swoosh” symbol. You just need to see the logo and you instantly associate it with the famous company and understand what it is that they offer.
  • Establishes trust. A brand builds credibility and trust. Consumers are more likely to purchase a product or service from a business that has a solid brand; one that appears polished and is legitimate.
  • Supports marketing. Marketing is a critical element for a business, and branding makes marketing easier. It’s much easier to marketing using a logo that is associated with a business, as a logo instantly calls to mind everything that a brand represents.
  • Builds financial value. A strong brand has the ability to guarantee future business. It allows people to understand the reputation of a company, the quality of services or products that they offer, and the type of customer service that they provide, which can ensure future purchases.
  • Inspires employees. A lot of employees need more than just work; they need something to work toward. When employees have an understanding of a company’s mission and reason for being, they are more inclined to feel a sense of pride, which leads to greater productivity.
  • Attracts new customers. Branding also allows a company to gain referrals, which leads to business from new customers.

Branding is a part of the Brand Management.

How are Brands Created?

Professionals that specialize in branding develop brands for companies. In order to establish a brand, these professionals employ a variety of techniques. These techniques include:

  • Defining the business. They visualize what it is that defines a business. For instance, a company that sells athletic equipment might choose highly quality materials, gear that suits specific needs, and designs that are comfortable to wear.
  • Identifying the mission of the company. Marketing professionals also consider what it is that a company is trying to achieve when they develop a brand. A company’s mission can be used to develop an effective brand.
  • The goods a company offers. The products and services that a company offers are also taken into consideration during the process of brand creation.

Once these things are considered, branding professionals will design a logo that consumers can associate with a business, create a voice that reflects the brand, and set to work marketing the brand. When a brand campaign is being developed, professionals strive to increase customer awareness of a company. The mission, reputation, products and services, and essentially everything that a company represents can be portrayed via brand marketing.

Statistic: What do you think will be the most buzzed about marketing topic of 2016? | Statista

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What Companies Use Branding?

Branding is a concept that can be utilized by business of all sizes and across all industries. Companies that sell clothing, makeup, shoes, electronics, and even breakfast cereals use – and benefit from – marketing. Even entire stores use branding; Target, Macy’s, WalMart, Sears, etc, all use branding to build trust, establish credibility, and attract customers.

OpenPr-Tip: Effective branding can help to transform a mediocre business into a well-known, highly regarded company that people rely on and choose to meet their needs.

Bottom Line

It takes time to develop a good brand. A company won’t go from a corner store shop to a nationwide retailer overnight. However, with patience and with highly effective strategies, marketing can be prove to be exceptionally power and boost the reputation, sales and overall success of businesses of all sizes, and across all industries.  


Press releases

Faultless branding
On the 14th of March 2007 the founder of “Zarkin & Partners” Brand Consultancy - Gene Zarkin - gave a speech about “The most common mistakes of branding” on the conference “Brand and private trade marks management in non-food products sector FMCG. Merchandising in trading networks”. The conference was
Thai branding
On the 15th of June in Kiev (Ukraine) Gene Zarkin by the invitation of the operating director of the VE Products Cosmetic Company Ashok Kumar held a seminar on branding in the contest of Thai manufacturers of cosmetics exhibition. This exhibition and the seminar were organized by the Export Department
Future branding
On the 21st of April 2007 in Saratov (Russia) at the conference “Marketing of the future” Gene Zarkin held a seminar “How to create a brand giving real results”. Here are some responses: “I’m interested in Gene’s work methodology, especially the very systematic approach to a brand creating and developing. There were
Honey branding
In the honey capital of Russia – Ufa – on the 16th and 17th of May there was a two-day seminar of Gene Zarkin on the topic of “How to reduce the risk of wasting time and money while developing a brand”. The seminar was organized by “Business-Assistance” Consulting Company. There
Extreme Branding in Kazakhstan
In spite of extreme weather conditions (-25 C, ice-crusted ground, car accidents and the delayed flight Moscow-Astana) Gene Zarkin’s seminar which was organized by the Delta-Consulting Company was still held on the 25th and 26th of November in Kazakhstan’s capital. The seminar on the subject ‘How to decrease risk of wasting