The Concept of Branding in Marketing Essay Example | Topics and Well Written Essays - 2500 words

The Concept of Branding in Marketing - Essay Example The activities they perform in the process of making themselves and their products known are referred to as branding (Hawkins & Coney 2004, 21). Overall, branding is defined as the processes and activities done by a business in the development of a unique image or name for their products and services. Branding is an important process that ensures company products and services stick in the minds of consumers to influence their purchase decisions and preference for company goods and services in place of those of their rivals (Belk 2010, 67). The process of branding in businesses focuses on the establishment of an imperative and differentiated physical and mental presence in the particular market in order to attract and sustain the loyalty of their customers (Hartmann & Apaolaza, 2007, 65).It is important to note that in as much as marketers in business organizations do their best in the production of brands with positive image for their institutions, they often do not decide on the ult imate meaning to the branding itself. In this case, it is imperative to note that the process of branding is not about getting your preferred and target audience to choose your products over those of your rivals; instead, it is about making them see what you can provide as a solution to their various needs. A good branding process in business and its products has to fulfill a number of key goals and objectives.