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.

Re-focussing a company's culture and marketing mix
Argos logo

Discover how Argos applied marketing theory to prosper in the retail industry by downloading our premium case study.

Using sports marketing to engage with consumers
Kia Motors logo

Learn how Kia Motors used marketing theory to prosper in the automotive industry by downloading our premium case study.

The use of the marketing mix in product launch
NIVEA  logo

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

Using the marketing mix in the fashion industry
Ben Sherman logo

Discover how Ben Sherman employed marketing theory to thrive in the fashion industry by downloading our premium case study.

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

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