What is Brand Marketing?
                     WHAT IS BRAND MARKETING?
INTRODUCTION
Brand marketing is promoting a 
brand’s products or services in a way 
that elevates the brand as a whole. It 
involves creating and maintaining 
brand-consumer relationships and 
marketing brand attributes—the traits 
that people think of when they picture 
a particular brand. 
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S o u r c e :  a d v e r t i s i n g . a m a z o n . c o m  
What is a brand?
A brand is how a company 
differentiates itself from its peer 
brands. A brand can be thought of as 
the personality of the company, 
communicated through an identifying 
mark, logo, name, tagline, voice, and 
tone. 
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What is brand 
marketing?
Brand marketing is the process of 
establishing and growing a relationship 
between a brand and consumers. 
Rather than highlighting an individual 
product or service, brand marketing 
promotes the entirety of the brand, 
using the products and services as 
proof points that support the brand’s 
promise. 
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What are brand 
attributes?
Attributes are identifiers that 
consumers see as part of a brand. 
These can include the name and 
tagline, colors, or even music or sounds 
often associated with the brand. In 
addition, attributes can be the feeling 
that a brand evokes. 
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What is brand 
equity?
Brand equity is the value of a 
company’s brand, or the measure of 
consumers’ perceptions of the brand. 
Strong brand equity has to do with how 
well consumers know the brand, their 
preference for it over others, their level 
of connection with the brand, and their 
level of loyalty to it. 
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What is a brand-
consumer relationship?
 The best brand connections are 
strong, positive, and emotionally 
rooted. These are the connections that 
help turn buyers from one-time 
purchasers into lifelong brand 
advocates.
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Why is branding 
important ?
Branding is perhaps more important 
than ever as marketplaces become 
more saturated and it becomes harder 
to make genuine connections with 
consumers. Branding allows companies 
to tell their unique stories and shift 
perception by giving customers 
something to believe in.
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Trends in brand 
marketing
1. Using programmatic advertising 
2. Incorporating video marketing 
3. Taking an omnichannel approach
4. Supporting brand advertising with 
content marketing 
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Brand marketing 
strategies
1. Using brand and product 
advertising together
2. Driving engagement and sales with 
a branded Amazon web presence
3. Optimizing brand marketing 
campaigns with analytics
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The evolution of 
brand marketing
Brand marketing has evolved over the 
years as new ways of communicating 
developed, and companies found new 
ways to build their image both on and 
offline. Through social media, brands 
have a new channel to engage with 
their followers, get insights, and 
broadcast their values and personality. 
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