Branding or brand management consists of positioning a brand, its philosophy and its values in the market, for a target audience. This process includes keeping and monitoring the reputation of a brand and all things related to its image from a logo to corporate colors. It even includes keeping cohesive the messages that it wants to convey aligned with the purpose of the brand.
To do this, a company must launch specific marketing actions with the aim of creating that brand image. The term comes precisely from the English ‘brand equity’, to maintain it and defend it if it is attacked by competition or by a crisis of reputation.
Branding is a concept closely linked to the emotional connection of a company’s product or set of products with its customers (potential and real).
The company must appeal to the user’s relationship with the brand in order to distinguish itself from the competition and achieve loyalty. Some authors add that branding is closely related to meeting customer expectations and satisfaction.
Branding is a concept more valued than ever now that the focus of marketing has become the customer instead of the product. However, it has been a fundamental piece in companies for decades, when large American companies discovered that it was much easier for them to place a product on the market if there was a certain brand behind it.
Currently, large companies usually turn to agencies specialized in branding to ensure their brand image.