THE IMPORTANCE OF BRANDING
IN MARKETING
Sarah, Lydia, Stephanie
THE ROLE OF BRANDING
 Your
brand is the way customers perceive
you
 Branding goes beyond the logo it includes
websites, social media, staff members, etc.
ROLE OF BRANDING

It’s important to create a strong brand because,






Promotes recognition
Your brand sets you apart from competition
Provides direction and motivation for staff
Customers will know what to expect from your brand
Easier for customers to create an emotional
connection
Provides business value
EFFECTIVE BRAND CHARACTERISTICS

Audience Knowledge


Uniqueness


Create an identity or a selling point
Consistency


Understand the demographics of target market
Have same logo, brand, service, etc.
Exposure

Be able to reach consumers through multiple
channels
BRANDING STRATEGIES

Brand Extension


Brand Licensing


Letting others use brand to sell product
Mixed Brands


Using the same brand in a different product category
(Magnum, Dove, etc.)
Companies produce two versions of same product
Co-Branding

Associating a single product with two brand names