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Marketing and Branding

Updated:2018-3-1 14:44:05    Source:www.tannet-group.comViews:1010

Branding is a concept that extends far beyond the marketing of “brand name” designer jeans and other products. A company’s brand represents their market identity—who they are, what they do, what kind of quality they provide, their reputation for trustworthiness, and more. Branding should both precede and underlie any marketing effort. Branding is not push, but pull. Branding is the expression of the essential truth or value of an organization, product, or service. It is communication of characteristics, values, and attributes that clarify what this particular brand is and is not.

Branding is strategic & Marketing is tactical
Marketing may contribute to a brand, but the brand is bigger than any particular marketing effort. The brand is what remains after the marketing has swept through the room. It’s what sticks in your mind associated with a product, service, or organization—whether or not, at that particular moment, you bought or did not buy.

The brand is ultimately what determines if you will become a loyal customer or not. The marketing may convince you to buy a particular product, and maybe it’s the first foreign car you ever owned, but it is the brand that will determine if you will only buy products for the rest of your life.

You own your marketing, your consumers own your brand.
Compared to branding, marketing is easier to control and to comprehend. You write the headlines and choose the art. You measure conversions or awareness, and determine whether your marketing is a success or a failure.

Something a little scary happens between your marketing efforts and your customers’ actions—that’s branding, and while your marketing, customer service, and other consumer touch points influence your brand, you cannot manufacture brand value by yourself.

You must know the difference between branding and marketing, and don’t confuse your tactics. Marketing is storytelling. The most powerful branding happens when you listen, not when you talk. Your consumers will tell you what your brand is — or what they need it to be — because they alone know.

The strongest brands use their understanding of the difference between branding and marketing to build marketing campaigns that work hand in hand with their brand positioning strategy. They listen to their customers, and let their values, hopes, and desires define the brand’s position — then craft marketing campaigns to communicate that value through simple, creative, show-stopping executions.

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