An Understanding of Brand Marketing and Its Strategy

Safalta Published by: Ishika Kumar Updated Sun, 19 Jun 2022 11:23 PM IST


if you wanna know about brand marketing and its strategy, then read this article for more details.

A brand can be considered as a company's personality, expressed through a distinctive logo, name, slogan, voice, and tone. Others of the most well-known brand names in the automotive, toy, food, and beverage industries have been around for decades, with some even longer.
People who are in love are more likely to perform outstanding and daring behaviors. Similarly, all corporations try various tactics to excite their customers, such as creating posters like Amul, composing music like Cadbury Dairy Milk, and executing stunts like Redbull. All of this was done in the name of marketing and growing the company.
1. What is Brand Marketing?

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What Is a Brand Characteristic?
3. Understand How Brand Marketing in India Works.
4. Factors in Brand Marketing

1. What is Brand Marketing?

Brand marketing is the process of establishing and sustaining a relationship between a company and its customers by emphasising items in any way feasible. Brand marketing promotes the complete firm rather than a particular product or service, with products and services functioning as proof points for the brand's claim.
The goal of branding is to enhance customer attention to the brand – and, as a result, the company's value. Establishing and maintaining brand-consumer interactions, as well as brand qualities, are all part of it.

2. What Is a Brand Characteristic?

Individuals have various personality traits, and brands have distinct characteristics. These include the brand's name and tagline, colors, and even music or noises associated with it. Furthermore, one of a brand's characteristics is the emotion it evokes. Authenticity, originality, reliability, honesty, and transparency are examples of "feeling" traits.

3. Understand How Brand Marketing in India Works.

Collaboration With Actors

Colgate, India's most popular toothpaste brand, began as a soap, starch, and candle industry in 1806. William Colgate started Colgate in New York. Samuel Colgate continued to run his business after his death, and in 1873, he created a new product, toothpaste, which was marketed in jars.
The corporation has spread its activities to several countries since the 1920s. The brand had become well-known by the end of the 1980s for, among other things, offering toothpaste that might prevent cavities, foul breath, rotting teeth, and gum bleeding. Commercials with well-known celebrities have long been a priority for the corporation.
Many Bollywood celebs, like Shahrukh Khan and Madhuri Dixit, have appeared in other campaigns. Colgate has also partnered with YouTubers, who have a following of millions of millennia.

Product-specific Marketing

For its new toothpaste, Colgate Visible White O2, Colgate-Palmolive (India) has developed a "Smile Out Loud" campaign. According to the company, the commercial depicts real women's incredible stories and the impact Visible White O2 will have on their lives by revealing natural beauty, enhancing their smiles, and preparing them to share the joy of smiling with the world and #SmileOutLoud.

Creative Packaging

Colgate is a genius when it comes to product packaging. The package is attractive, vibrant, and respectable, appealing to a large audience while conveying the correct message. There's something for everyone, whether it's the Cavity Protection toothpaste or the Max Fresh toothpaste. The company's marketing and advertising campaigns accurately depict what they are offering, and by demonstrating concern for the issue of oral health, they gain the public's trust.

Product Strategy

Cadbury has a large product portfolio, and they make the most of it. Cadbury's marketing mix comprises seasonal and occasion-specific items, as well as varied products based on sales in each locale. There are a plethora of standard items to choose from.
Other Cadbury products are based on festivals and days such as Diwali and Valentine's Day. Other products in their line, including as beverages and desserts, are not exclusively tied to chocolates. Cadbury, like many other companies, prefers to organize their products by demographic categories.

Cadbury Price/Pricing Strategy:

Certain things, such as Bournville, have high prices, while others, such as Éclairs, Perk, and Five Star, have low prices to meet the wants of other groups. Competition, demand, and packaging size and type all influence Cadbury's marketing mix price approach.
Cadbury has purposefully priced their products to appeal to a wide range of target audiences. We learned that the items are packed as gifts in order to be given to the general public. These products are mostly marketed for the Christmas season, and they are purposefully priced to attract people to buy.

Product Availability:

Cadbury products are available all over the world. Cadbury has had a significant impact on the global sweets business, owing to its distribution strategy. The company had made certain that its items were available all over the world and to a broad customer base. The items are available to both urban and rural people.
This, we believe, has benefited the company in some way. The distribution points have made the products available to a wide number of customers, resulting in a profit in terms of both customer base and income for the company. Supermarkets, grocery stores, and retail outlets are the most common places to buy food and beverages.

Promotion & Advertising Strategy:

Cadbury can advertise in a number of ways. Television, posters, newspapers, the internet, and radio are all used to promote products in the marketing mix. We can see that the company has gone to great pains to guarantee that its product reaches the general public and that people are aware of its capabilities.
Cadbury uses a variety of taglines for their many products. The brand aims to establish an emotional connection with its customers by illustrating how chocolate can bring joy and happiness into their lives. In India, Cadbury's motto is "Kuch meeta ho Jai," implying that the corporation is trying to break into the Indian sweets market.

4. Factors in Brand Marketing


The core of a company's brand-building strategy must be research that explains the competitive landscape and how the brand satisfies a unique demand within it. This allows the organization to set more realistic growth targets and have a better knowledge of how its competitors are positioning their operations.

Choosing Objectives

What exactly is the brand's promise? What should customers anticipate from each brand interaction? Answering these questions first and going backward will assist a company in determining who they are and what function they play in the eyes of its customers.

Create a distinct brand identity.

Identity in branding refers to all of the design elements that come together to create the brand's visual expression. This includes the name, logo, tagline, color palette, typefaces, and picture style. A clear and consistent brand identity aids in increased exposure.

The Message Is Unmistakable

What kind of communications will the brand use to reinforce the brand promise? What will its position be in relation to its rivals? It comprises a description of what the brand does, for whom, and how it achieves its promise, as well as the brand's purpose, vision statement, values, and positioning statement. These parts of brand storytelling, when done well, will stay with customers far longer than the recollections of the product.

Create Branding Guidelines

To ensure uniformity across the board, brand rules provide a clear definition of how to use and not use brand elements. The brand's voice and tone are defined in brand guidelines, which also include a photo style guide, a content style guide, and instructions on how to use the logo and typeface correctly.

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What is a brand marketing?

The promotion of a company's products or services in a way that raises the brand as a whole is known as brand marketing. It entails establishing and maintaining brand-consumer interactions, as well as marketing brand attributes—the characteristics that come to mind when consumers think of a particular brand.

What are the 4 branding strategies?

4 Ways to Expand Your Brand
Line extension, brand expansion, new brand strategy, and flanker/fight brand strategy are the four brand strategies.

What is brand marketing example?

People are familiar with a company's brand name, logo, slogan, and colours. Apple, Coca-Cola, and Starbucks are great examples of companies that leverage the power of their brand names to increase sales and attract customers.

Why is marketing branding important?

Branding is vital since it not only creates a lasting impression on customers, but it also informs them about what to expect from your business. It's a technique to set yourself apart from the competition by stating exactly what you have to offer that makes you the better option.

What is a brand strategist?

A Brand Strategist is a person who makes position recommendations for businesses who are wanting to create or expand their brands. They also aid in market research analysis and the definition of a company's tone, ensuring that all advertising endeavors are in sync.

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