The Importance of a Strong Brand in Marketing Efforts

The Importance of a Strong Brand in Marketing Efforts

Marketing strategy is a vital tool in current organisations. According to GbolagadeAdewale and Oyewale (2013), an effective marketing strategy promotes the organisational competitive advantage. Marketing efforts are multidimensional. The marketing concept entails analyzing the environment, market, customer behaviour, and current industry trends. This information is essential in establishing ways through which a firm can access its target consumers. The primary element in marketing efforts is researching the market. The study provides sufficient information regarding the customer and the competitor’s strategies. The main factors to consider in the research include promotion, packaging, and distributions. In marketing efforts, the brand plays a vital role in increasing market share. Also, developing a strong brand promotes organisational competitive advantage and performance. This essay critically examines the view that developing a strong brand the most vital part of the organisation’s marketing efforts. The paper is centred on the 7Ps marketing mix and Maslow’s hierarchy of needs models.

Identity is among the cornerstones of corporate marketing. As espoused by Buil, Catalan, and Martinez (2016), the concept of identity is the foundation of various elements, including the corporate brand. Identity encompasses particular features and values related to the corporate brand and represents the firm and offered products. Brand identity in the organisational context is a profound tool and a vital source of the company’s competitive advantages. Corporate brand identity represents and precedes the foundation for the brand image. The definition of a brand identity is a collection of dimensions and features that determine the being, thought, and behaviour of the brand. Identity is an essential element in brand management. Among the central concepts in brand identity are uniqueness and related meanings.

The role of the brand image is representing customer needs, values, and way of life. According to Isoraite (2018), the user selects a particular brand based on preferences. For influential brand consumers, they prefer a specific brand for quality and image features. Also, the user makes a comparison with competing brands. Therefore, marketers should focus their efforts on influencing the user’s mind and heart. For first time users, marketers should ensure the individual recalls the trademark during the second purchase. For loyal customers, the seller should ensure their retention through the brand features and set of services that suit the individual’s preferences. Therefore, the marketing specialist task is to create, protect, improve, and maintain the brand image. Also, the seller should expand the limits of using the brand. Brand management and trademarks are, therefore, becoming critical parts of marketing research.

The importance of brand in marketing efforts is demonstrated in the Maslow hierarchy of needs theory. In the psychological definition of consumer needs, Ward and Lasen (2009) note that the individual’s trait in pursuing an objective through an action. The requirements can either be objective or psychological. In Maslow hierarchy of needs, survival needs are the foremost which influence the transition to other needs. Maslow’s original thought is that a person will aim at achieving high-ranked needs when the lower ones have been met. The five categories of needs include psychological, safety, social, esteem, and self-actualization. In marketing efforts, the application of the Maslow hierarchy of needs is reflected in ensuring that the product satisfies the consumer. Besides the five categories of needs, other vital requirements include aesthetics, cognitive, esteem, belongingness, and transcendence. Marketers are, therefore tasked with ensuring the attainment of these needs, thus prompting the consumer to purchase the products. The concept of the brand is, therefore, centred on meeting these needs to influence the customer’s actions.

Brand reflects on the emotions and feelings that users associate with a particular product. Isoraite (2018) defines the term brand as a combination of physical characteristics and psychological and social implications. The formation of the brand image is to purposefully establish tangible attributes that result in emotional and functional benefits. The consumer’s mind is the association or symbol. Applying Maslow’s hierarchy of needs, a consumer will purchase a particular brand to satisfy the existing deficiency. Besides a product meeting the individual requirements and safety concerns, the consumer must be satisfied psychologically before buying a brand. Also, one compares the brand with the competitors before making the final decision. The increase in motivation rises as the needs are met for a particular brand.

Apple Corporation is among the organisations that have sustained a strong brand image. According to Payne (2017), apple relies on a brand position approach to ensure a large and loyal customer base. Apple marketers focus on the self-expressive and emotional brand benefits by introducing the organisation as the brand. Also, the brand identity of the organisation is presented as a symbol and person. In the famous campaign “think different,” Apple Inc. focused on the self-image among consumers. Notably, the message transcended the product features. Through this example, it is apparent that Apple appeals to its customers by providing a validation that is different and acceptable. The brand is also oriented towards life-processing and ensures a deep connection by leaving the customer to finish the message subjectively (Khan, Alam, & Alam, 2015). The corporate culture created by Apple is that of individualism and innovation. Effective brand strategy has ensured that Apple remains a leader in the internet-enabled devices. The unique features in Apple products foster an appealing dimension, which is crucial in increasing the number of customers.

Brand in marketing efforts entails the meaning put forward by the organisation to appeal to customers. In the brand identity prism, as described by Kapferer (2008), there are six core elements. The physique entails the set of physical characteristics that are evoked in an individual’s mind. The relationship involves how the consumer relates to the brand. Reflection focuses on the stereotype users of a particular brand. In self-image dimension, it comprises of how consumers perceive themselves when they require to purchase the brand. Culture invites the values, inspiration sources, and energy created by the brand. The sixth dimension is personality, which involves the set of characteristics among human beings that are related to a brand. The combination of these dimensions influences the individual’s motivation to purchase a particular brand. Marketers should, therefore, ensure the achievement of this prism in brand identity. Other components that define brand identity include personality, positioning, vision, culture, and relationship between organisational stakeholders.

The effectiveness of a strong brand identity is demonstrated through competitive advantage, differentiating, and managing brands. Notably, brand identity is a representation and precedes the foundation of reputation and image. In a profoundly managed brand identity, it results in positive behaviours, perceptions, and attitudes. According to Coleman, de Chernatony, and Christodoulides (2011), creating a coherent and unique identity can improve the value of the firm’s products and increase loyalty and preferences. Also, brand identity influences organisational attractiveness as an employer. The relationship between attractiveness to employees and competitive advantage is centred on competent personnel developing innovative products. Therefore, organisations should maintain a skilled workforce, which promotes ensure brand identity.

Consumers identify themselves with strong brands such as Facebook, Amazon, and Apple, and Google. According to Xara-Brasil, Miadaira Hamza, and Marquina (2018), the customer associates with a brand due to the embodied purpose. Notably, strong brands are more than services or products. They demonstrate the company’s unique set of promises, interactions, and perceptions, which impact long-term interactions. Global organisations are required to focus on the legitimacy of the purpose served and reputation. Organisational marketers should understand the sophisticated brand strategy to address the issues in various environments where the brands exist. Necessarily, brand archetypes are crucial parts of brand personality. Marketers can use the archetypal strategy to brand the character, which is aimed at defining the brand, what it represents, and relationships with customers. Also, the archetypal approach ensures that the meaning provided to the brand is related to the consumer’s motivations and desires. As noted by Mirzaee and George (2016), the archetypal strategy focuses on brand meaning and experience. The products are a secondary way of achieving the expected significance of the brand.

Google is among the organisations that demonstrate the effectiveness of the archetypal approach in marketing. According to Wei (2016), Google has been profitable in the last decade despite stiff competition. The archetypal company strategies are based on meeting consumer expectations. In successful brands such as Google, proper positioning is aimed at establishing unique approaches to meet the customer’s unsatisfied needs. In search engines, consumer behaviours are distinct from the standard purchase approaches, including street shopping. In the first element, when people are using search engines, they expect precise answers that match the intent and context of the question. Also, the answer should be precise and informed by the person and the reason for the problem. In the second consumer need for search engines, the user expects easy access to information. Google, as a brand, has ensured simplicity in obtaining information and customization of high-ranked answers and solutions to one’s questions. The customer is, therefore, satisfied in using Google as the first search engine based on simplicity in using the website and accessing sufficient information.

In service industries, the product or service is the centre for attraction and meeting the customer needs. Ariffin, Nameghi, and Khakizadeh (2013) note that the corporate image or identity is the fundamental concept that the consumer keeps in mind. In the airline industry, the image is vital in demonstrating how the company maintains the customer’s preferences. These aspects are exemplified in the organisational vision and mission statements. In developing the marketing strategy, the product aspect of the 7Ps marketing mix is essential in demonstrating how the company strives to meet the customer’s needs. In the banking industry, for instance, the product is intangible and include saving account and how employees engage with customers. Other elements include loans and investment advice. The bank, as an image, is based on how the customer is satisfied with the services. In a bank setting, the customer uses the services to define the firm and appeal to the customers.

Brand in marketing is vital in promoting the company’s competitive advantage. In contemporary organisations, the brand is the foundation of the company’s competitiveness. According to Niculescu, Dumitriu, Purdescu, and Popescu (2019), brand entails the liabilities and assets that are topped or subtracted from the service or product. Brand value, on the other hand, is the intangible asset in the company’s accounting setting and is analyzed according to the development period. Drawing from the consumer behaviour model, the marketer is tasked with understanding the customer preferences and factor the information in the continuous development of the brand. In strong brands that have been developed with time and factoring the consumer preferences, they are the foundation of making the customer feel better regarding the organisation and themselves (Silva, 2015). Notably, brand value results from holistic elements interacting dynamically, such as performance, communication, prominence, and emotional cost. Also, the importance of the brand is defined by how effective it engages with the consumer.

Marketing a brand extension is essential in increasing market share. In the 21st country, several brands have emerged and awareness regarding the different products considered necessary in an organisational competitive advantage. As espoused by Ogbuji, Kalu, and Oluchukwu Samson (2014), marketing resources should be treasured to ensure the firm’s success and acceptability. In most global conglomerates, their success is owed to their brands. According to Liu and Chou (2016), the brand is the organisation’s primary asset, similar to equipment, capital, and employees. However, organisations should overcome the pitfalls associated with brand development. A firm may explore four brand development strategies, including the introduction of a new brand, multi-brand, brand extensions, and line extensions. According to Ogbuji et al. (2014), brand extension ensures the new brand draws support for the current brand that has an auspicious name. In Apple’s case, for instance, the introduction of the iPhone series is based on the first phone. The brand extension is centreed on the customer’s feedback and organisational research and development.

There is a significant relationship between brand awareness and marketing approach. In contemporary organisations, the internet is used as the central marketing platform. Organisations should, therefore, strive to ensure their brands are well understood to the target audience. Under the promotion aspect of the 7Ps marketing mix, Mohammad (2015) note that organisations should profoundly communicate about the services or products. The main approaches to achieving this include public relations, branding, social media, sales management, and exhibitions. The promotion should attain attention, appeal to the customer, and send a consistent message regarding the product or service. The way a company presents its brand to the target audience has a significant relationship with the success of the product. In the banking industry, for instance, the communication should not only focus on the services provided by the organisations but the process of achieving the objectives.

The identity of an organisation ensures a large customer share and introduction of new customers. In the 7Ps marketing mix, physical evidence is another crucial aspect of organisational success. For new customers, the selection of a new brand is a risk, and these individuals require assurance for their uncertainties. Under the physical evidence dimension, customers are likely to purchase a product or use services according to what they view. In a study by Loo and Leung (2018) regarding service failures in luxury hotels in Taiwan, it was revealed that customers examine the testimonies of an organisation online, which informs their decision. From the 411 comments extracted from review websites, most luxury hotels in Taiwan had product-related issues, which affected the number of new customers. Organisations should, therefore, focus on establishing physical evidence that places the consumer’s preferences as a priority. Also, companies, especially those offering services should focus on getting positive customer reviews. New customers may not experience the services before purchase. Such individuals rely on customers’ reviews, which influence the individual’s intention to purchase a product.

The use of social media marketing has a significant relationship with customer response and brand equity. In a survey by Seo and Park (2018), among 302 passengers, the data collected through social media revealed that trendiness is an essential social media marketing element. Notably, airlines social media marketing approach affects the brand image and awareness. The brand image, on the other hand, affects commitment. Under the promotion element of the 7Ps marketing mix, communication allows for more dialogue with customers both online and in person. Using social media to communicate about the brand in the airline industry, organisations should ensure awareness about the product’s or services’ features and the benefits that customers yield from the identity. Every organisation should focus on the commercial value of the brand rather than the services or products themselves. According to Hazee, Van Vaerenbergh, and Armirotto (2017), brand equity or market value of the product is derived from the customer’s perception regarding the brand name. Notably, new customers depend on other customers’ views to decide on using the product or service.

Successful global brands in modern organisations focus on demonstrating their uniqueness and meeting diverse consumer needs. Among the successful brands include Google, Microsoft, Apple, and Coca-Cola. Notably, the brand represents the organisation. Coca-Cola, as a brand, has focused on ensuring the uniqueness of the soft drink, which no other organisation can imitate. Besides, these organisations have patented their brands and have ensured they suffice different customers’ needs. Toyota for instance markets its products globally, including the developing and developed nations. Also, these brands have ensured they meet the needs of customers across various social-economic statuses. Simao and Lisboa (2017) examined the green brand and marketing of Toyota. The case study revealed that Toyota as a brand has focused on sustainability efforts. Green marketing is aimed at aligning with the environmental goals. The strategy has allowed Toyota to be recognized as a global brand by meeting sustainability objectives and customer needs.

Successful brands consider the social dimension of the servicescape for marketing and competitive advantage. According to Bitner (1992), the social element of servicescape involves the relationship between various stakeholders in the organisation, such as employees and customers. In the 21st century, the majority of organisations use environments such as websites for their operations. According to Lopez Garcia, Lizcano, Ramos, and Matos (2019), the use of digital marketing actions by these organisations should consider the social aspect of the servicescape. Firms should demonstrate their image through digital marketing. Under the place aspect of the 7Ps marketing mix, it entails the location or area that the customer purchases the product. Presently, e-commerce is widely used by organisations, including Alibaba. These corporations are global brands that operate exclusively through the internet. Social servicescape in contemporary organisations has been replaced by virtual platforms that allow interaction in the global setting. Compared to traditional retail environments, the current organisational approaches have minimized the physical interaction between the customer and the firm. As a brand, e-commerce organisations must ensure simplicity, safety in the consumer’s information, and convenience. All these elements should be identified in the marketing approach.

In summary, the marketing strategy remains a critical tool for organisations. The 7Ps marketing mix considers seven elements in the marketing approach, including place, price, product, promotion, people, physical evidence, and process. In the marketing efforts, establishing a strong brand is vital in promoting the organisational competitive advantage, attracting new customers, and retaining the current ones. A strong brand is characterized by both features and a demonstration of how it meets customer needs. In the 21st century, the majority of organisations use the internet and virtual environments to conduct their business. Companies should, therefore, focus on establishing a unique brand to promote their competitiveness. When companies are developing their brands, they should consider the customer’s needs. Drawing from Maslow’s hierarchy of needs, the brand should aim at meeting the psychological, social, and self-actualization aspects. Major brands such as Apple, Microsoft, and Amazon continue to thrive based on their marketing strategy, which ensures confidence among the customers. Also, competitive organisations should consider current issues in their marketing strategies. For instance, Toyota, as a global brand, continues to thrive through green and brand marketing, which is centred on sustainability goals.

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