Explore Branding as a Marketing Strategy

The brand is a factor that has the most influence on strategic marketing decisions. Branding identifies which elements a firm chooses to apply across the various products it sells. Brand name represents a certain level of quality so that satisfied customers can easily recognize and buy the product again (Erdem, 2018). In order to effectively deliver product information to potential customers, many large companies have invested huge amount of money in increasing their brand awareness and building their brand image. Shrimp (2018) explained that customer brand knowledge and response, which are central to brand value, depend on brand awareness and brand images. Therefore, establishing and managing brands awareness and loyalty may be the marketers' most important tasks.