WHAT IS BRANDING?
To understand branding, it is important to know what brands are. A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product.
Branding is also a way to build an important company asset, which is a good reputation. Whether a company has no reputation, or a less than stellar reputation, branding can help change that. Branding can build an expectation about the company services or products, and can encourage the company to maintain that expectation, or exceed them, bringing better products and services to the market place.
What is Marketing?
Marketing is all about creating value convincing the end user that I must have this product. Marketing is based on thinking about the business in terms of customer needs and their satisfaction. In other words, marketing has less to do with getting customers to pay for your product as it does developing a demand for that product and fulfilling the customer's needs.
Marketing differs from selling because "Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariable does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse and satisfy customer needs.
What is Selling?
In general we use ‘marketing’ and ‘selling’ as synonyms but there is a substantial difference between both the concepts. It is necessary to understand the differences between marketing vs selling for a successful marketing manager. Selling has a product focus and mostly producer driven. It is the action part of marketing and it has short – term goal of achieving market share.
The emphasis is on price variation for closing the sale where the objective can be stated, as “I must somehow sell the product”. This short – term focus does not consider a prudential planning for building up the brand in the market place and winning competitive advantage through a high loyal set of customers. The end means of any sales activity is maximizing profits through sales maximization.
When the focus is on selling, the businessman thinks that after production has been completed the task of the sales force starts. It is also the task of the sales department to sell whatever the production department has manufactured.
Selling converts the product into cash for the company in the short run.
Marketing as a concept and approach is much wider than selling and is also dynamic as the focus is on the customer rather than the product. While selling revolves around the needs and interest of the manufacturer or marketer, marketing revolves around that of consumer. It is the whole process of meeting and satisfying the needs of the consumer.
Branding is the Image of your Business
Marketing is Creating Value for the Customer