What are the differences between advertising | marketing | and brand management?

 

What are the differences between advertising | marketing | and brand management?

Advertising, Marketing, and Brand Management are three terms that have become very familiar to us in recent years whether it is our choice or not.

This has become especially true with the many images taken by the advertising and marketing channels recently that range from huge billboards passing by on the highway to the marketing email that you read on your smartphone.

Brands are not just limited to products or services, some people and celebrities have a brand as well.


Because of this, it is easy and possible to confuse our definitions of these three terms even though there are fundamental differences between them or at least among the topics that revolve around each of them.


If the differences between marketing, advertising, and, brand management are not clear enough for you, and if you want to know more about the similarities and differences between each of them or which one of them is part of the other, then you are in the right place. In this article, we will explain the definition of each of them in detail.


1. Marketing

We can define marketing in general as the research, planning and, execution processes undertaken by a company to promote and sell its products and services to its target market segment.

It is therefore an essential component in managing any company, regardless of its size. Without it, no one will know the existence of your company or product from the ground up, but it is necessary to start working on your marketing mechanisms before launching your company.


What are the differences between advertising | marketing | and brand management?


Marketing, of course, consists of many tasks and processes, including advertising and brand management, meaning that both brand management and advertising are two parts of the broader marketing process.

But marketing also includes several other components, including market research, which must anticipate the launch of your new company or product.


A market study aims to analyze all the factors that have a direct or indirect impact on your target market through your product.

Such as the target segment of customers or clients, their needs, expectations, competitors, what they actually offer, what they distinguish, what they lack, their weaknesses, their strengths, and all the external factors that may indirectly affect you, such as the economic and investment climate and others.


This study is important because it helps you determine how many points you should be aware of such as your weaknesses, strengths, opportunities, and risks (also known as a SWAT analysis).

What is the need that you will meet with your customers or the value that you offer to them and add to them through your good or service?

What is your competitive advantage or strength that sets you apart from your competitors? and accordingly, you can define your brand identity.


Based on the results of this study, the company can determine its own marketing mix and product.

The term marketing mix has evolved since the development of the basics of marketing science, as it initially consisted of only four elements, then increased to become 7, and then increased again to become 12, and they are now briefly known as the 12Ps.


The elements of the modern marketing mix are price, product, promotion, distribution, people, process, natural environment, place, social evidence, performance, precedent, and name value.


These elements help determine your priorities in marketing your products or services, the requirements that must be met in your marketing campaigns, and the mechanisms for marketing your product to the sector you target.

We should note here that we have hardly touched the husks of marketing science by talking about these concepts.

Perhaps this highlights the extent of the difference in the topics included in the science of marketing from the science of advertising on the one hand and brand management on the other hand, which are basically two parts of the science of marketing as we mentioned before.


2. Advertising: The Most Expensive Marketing Tool

All that is advertising is marketing, but not all that is marketing is necessarily advertising.

Because advertising is only one part or tool of many components of the marketing strategy through which any company operates.

Advertising can be defined as the forms or modes of communication that companies use to raise awareness of the market they target, themselves, or their products or services.


Advertising: The Most Expensive Marketing Tool

The types of advertising have increased and varied with the development of technology, there is traditional advertising and online advertising.

The publicity can also be through written, audio, or visual media, or a combination of two or more of the above.

It is worth noting that a new form of advertising has emerged in recent years thanks to technological progress, which is interactive advertising that has enabled many companies to create and deliver highly personalized messages to their target audience through their campaigns.


Most often, advertising has one or more of three purposes: to inform, to persuade, and to remind.


For example, companies aim through news advertisements to inform their target market segment of the existence of a new product or service, to explain how to use a new good or service in a simplified manner, or simply to announce their presence in the market.


As for persuasive ads, as is clear from the name, these ads encourage their viewers and recipients to buy their products by focusing primarily on the characteristics and features of this product and what makes it better than what competitors in the market produce.


As for the reminder advertisement, which is no less important than the previous two types, it is what the company seeks to enhance its position within the market and in the minds of its target customers and remind them of what distinguishes its products and services.


3. Brand management

We can all see that brands, like it or not, are the most valuable item in the world right now.

In fact, the value of some major brands is now greater than the gross domestic product of some developing countries.


Brand management

For example, Amazon, which is the largest online shopping company in the whole world, is now on the throne of global brands in terms of value, as its value exceeded the barrier of 315 and a half billion dollars.

According to the latest studies, Apple, the technology giant, ranks second with a value of 309 and a half billion dollars, while the most popular global search engine, Google, comes in third place, with a value of 309 billion dollars, less than Apple by half a billion dollars.


So what is brand management? It starts with the set of unique qualities or characteristics - also known as brand identity - in your good or service so the segment of customers you target can differentiate you from your competitors.

This includes a range of tools and visual elements such as your logo, the color combination your brand uses, your mascot, and the type of font you use.

Let's mention, for example, McDonald's restaurants that have distinguished themselves greatly in the world through the use of yellow and red and the clown Ronald McDonald, the combination of colors, logos, and mascots are among the most important tools for building the brand visually.


But it is important to mention here that the real success of the brand lies in linking it to a certain value in the minds of your target market segment that none of your competitors can offer with the same quality as you.

So we can define brand management more simply by saying that it is the final image that you want to build for yourself in the minds of your current customers or the customers you target, and most importantly, brand management aims to automatically gain the trust of your customers as soon as they see your logo on one of the products.


For example, if you are a car enthusiast, I would almost certainly say that the first word you think of when you hear the name Mercedes is luxury.

On the other hand, the Volvo brand has successfully attached itself to the concept of safety for many years.


Perhaps one of the best ways to illustrate the success of a brand is when its name is used as a synonym for the service or value it provides.

The most prominent example in this regard is the Google search engine, whose name has become synonymous with the word “search” until it was officially included in the dictionary.

For these reasons and more, brand management has become an essential component of any company's marketing strategy.


But we should mention here that the responsibility of building a strong brand does not fall on the shoulders of the marketing department alone, as all departments and departments of the company have to participate effectively and coherently in building this image, whether it is the customer service team, sales, production or others.


Always remember that the best marketing and advertising campaigns can't help a poor-quality product. Ultimately, it's the user experience before, during, and after dealing with your company that determines how your customers see you.


What are the different types of brands?

Many items can become brands, including goods, services, organizations, people, groups, activities, locations, private labels, media... the list goes on.

But what kind of brand is your company? To find out, here are some of the most popular models.


Product brands

Product brands are those companies that are often identified by the first or most well-known element.

Brands are usually associated with tangible items such as cars, household goods, or lifestyle products.

This can be exclusive (single product: Coca-Cola or Pepsi) or cover a variety of items (product range).


Product Group

The brand of the product range is determined by most car brands - think Ford (with many premium models under that brand's umbrella).


Ingredients brands

For cross-promotion, component brands and brands are ideal.

Arm and Hammer, for example, is itself a brand of individual products, but it is also marketed as a trusted ingredient in anything from deodorant to toothpaste to laundry detergent.


Service brands

A service brand is just a brand that stands out for the service you provide.

Service brands like Lyft and Airbnb are some of the biggest that have emerged in the past few years.

Many others creating a hybrid service/product brand identity, such as Dollar Shave Club, Quip, or Blue Apron.

Service brands need to build and retain a clear public image and customer experiences, with service at the heart of their identities.


Personal brands

The rise of social media didn't invent the personal brand, but it did make it a huge part of the conversation about branding.

Celebrities are the most common examples of personal branding – people like Oprah, Martha Stewart, and Chrissy Teigen have almost perfected the art – but as the company grows and their engagement shifts, charismatic entrepreneurs and business leaders (like Steve Jobs, Elon Musk, Vera Wang) will become closely associated with their brand. and synonymous with it.


Event Brands

Event brands create events that provide their guests with a consistent brand experience.

Which in turn leads to generating long-term customer loyalty.

Where sporting events like the Olympics or music festivals like Coachella as a branded initiative focus on the customer experience.

As the brand is usually closely related to the experience that the event participants gain.

This is the main reason why brands of products or services also sponsor events - by being part of the experience, they seek to exploit the emotional bond associated with the event.


Geographical brands

Countries, countries, streets, and buildings such as landmarks have distinctive key features that, if used correctly, can be considered brand differentiation.

Also known as city or destination brands, these brands take advantage of the emotions a city or region generates to associate themselves with similar ideas and concepts.

Brands and signs like "I Love NY" or "Visit Denver" are perfect examples of this.


Other types of brands


  • International Brands: These brands are generally promoted and recognized globally, and are usually summed up by household names such as Amazon, McDonald's, and Disney.
  • Luxury Brands: Luxury brands such as Louis Vuitton, Tiffany, Balenciaga, and Cartier deliver social status and support through quality, belonging, and storytelling.
  • Civilized Brands: Fierce consumer cultures help drive these brands forward. Patagonia, Supreme, Apple, Trader Go, White Claw, and CrossFit are some examples.


Many brands operate with many brand descriptions, but you may want to focus on one primary form of branding and allow other partnerships to develop naturally as you work to develop your brand.

Think about your audience, your market, your USP (Unique Selling Proposition), and how all of these are best represented under your brand umbrella.

You might be tempted to target one form of branding - who wouldn't want to create a global brand?

But resist the urge and try to build a real, authentic identity to feel your brand (and hopefully global come later).

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