Marketing illustration Marketing theory

Branding

A brand is a recognisable name; term; symbol or design that allows customers to identify the goods and services offered by businesses and differentiate them from competitions. Brands are very important to businesses, generating high revenue, promotion, repeat purchases and inspiring brand loyalty.

Many of the most successful brands are the first in the market; the first products to reach a target market or to utilise new technology, for example. This may also mean taking advantage of a gap in the market or of new developments. 

Choosing the right brand name is an important aspect of the branding process, needing to be easily spelt and pronounceable (for foreign markets); short and to the point, in order to be easily remembered; able to indicate something about the benefits of the product or its uses; be identifiable to the customer and be distinctive and different so that it can be trademarked.

Another fundamental way brands are successful is with aunique selling point (USP), differentiating them from other products and ensuring sales. The brand must be positioned in the right place on the market in order to be successful.The marketing mix (or four Ps) is important to positioning the brand within the market. 



Supporting Documents

These downloads will help to put marketing theory into context using real world examples from real businesses.

Entering a new market with a new product
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Find out how Experian applied marketing theory to succeed in the financial services industry by downloading our premium case study.

Meeting customers' needs in growth markets - online gaming
BT logo

Learn how BT applied marketing theory to succeed in the telecommunications industry by downloading our premium case study.

The use of the marketing mix in product launch
NIVEA  logo

Learn how NIVEA employed marketing theory to thrive in the manufacturing industry by downloading our premium case study.

Innovation in infant nutrition
Cow & Gate logo

Find out how Cow & Gate employed marketing theory to thrive in the food & drink industry by downloading our premium case study.

Re-focussing a company's culture and marketing mix
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Find out how Argos used marketing theory to thrive in the retail industry by downloading our premium case study.