Brand marketing refers to the marketing strategy and process in which enterprises create value recognition of a brand in the hearts of users by making use of consumers’ demand for products and promoting the quality, culture and uniqueness of products, and finally form brand benefits. Brand marketing is to show the image, popularity and good reputation of the enterprise to consumers, so as to form the brand image of the enterprise’s products or services in the minds of consumers.
The premise of brand marketing is to ensure the quality of products, so as to be recognized by consumers. Brands are built on tangible products and intangible services. At present, the quality of products in the market is almost the same. From the standpoint of consumers, what they value is often how much and how effective businesses can provide services. From the perspective of long-term competition, establishing brand marketing is a necessary way for long-term development of enterprises. For enterprises, they should not only satisfy their own interests, but also take into account customer satisfaction, pay attention to win-win, and win lifelong customers.
Brand is not only the logo of the enterprise, product and service, but also an intangible asset reflecting the comprehensive strength and management level of the enterprise, which plays a pivotal role in the business war.
Brand marketing is not independent, brand can be achieved through traditional marketing and network marketing together, the two complement each other and promote each other. In marketing, the framework of marketing mix has developed from 4P and 4C to 4R, which reflects the trend of marketing theory’s continuous integration under the new conditions. 4P is the most critical combination factor in marketing, which requires enterprises to meet customer needs. 4C lets enterprises forget about products and study the needs and desires of customers; 4R allows enterprises to establish close ties with customers and improve customer loyalty. The functions of network marketing include website promotion, network brand, online research, customer relations, customer service, sales channels and so on.
Brand marketing strategies include brand personality, brand communication, brand sales and brand management. What are its advantages?
First, brand marketing helps enterprises adapt to the market and meet consumer demand. With the development of the economy and the improvement of productivity, the economic market has gradually shifted from seller’s market to buyer’s market. Therefore, more and more enterprises have brand awareness, but also realize that in the market environment where consumers are increasingly active, only the implementation of brand strategy can occupy the market.
Second, brand marketing helps improve the overall quality of enterprises. Brand products are the comprehensive embodiment of the enterprise’s technological level, management level and marketing level. The process of brand creation helps enterprises to improve the overall level of product quality, management quality, technical quality and talent quality, and speed up the upgrading of enterprise technology and rationalization of product structure.
Thirdly, brand marketing helps enterprises to have an advantage in the fierce international market competition. With economic globalization, the stage of modern commercial competition has been expanded from the whole country to the whole world. In the face of more powerful competitors, enterprises need to actively plan and implement brand marketing strategy, so that the enterprise brand occupies a certain position in the hearts of consumers. With the loyalty of consumers, enterprises can play with ease and have certain advantages in the market competition.
Fourth, brand marketing helps to improve the efficiency of enterprises and minimize risks. Brand marketing transforms passive marketing into active marketing. All kinds of research and marketing work of the enterprise are carried out together to improve the efficiency of the enterprise, reduce the risk of internal friction to a minimum, so that the enterprise can get more and more reasonable profits.
Many small and medium-sized enterprises are always faced with difficulties in brand marketing. We can seek help from a branding agency in Malaysia.