Branding and its significance in contemporary marketing practices cannot be overstated. It serves as the cornerstone of a company's identity, influencing consumer behavior and driving differentiation in increasingly competitive markets (Kotler, Keller, & Brady, 2021). On the other hand, marketing channels have evolved significantly, with traditional mediums giving way to an increasingly digital landscape. Both components are interrelated and serve pivotal roles in a comprehensive marketing strategy.
The importance of branding or brand image for marketers lies in its ability to evoke emotions, convey value propositions, and build customer loyalty (Aaker, 2014). Consumers often use brands as a heuristic for quality and trust, as the brand image reflects a company's values and the consistency of their product
offerings. A strong brand image can enhance consumer preference and purchase intentions, foster customer loyalty, and create a competitive advantage. This positive influence on customer behavior and attitudes underscores the importance of branding for marketers. As companies consider marketing channels for product placement, aligning channel images with brand images is generally considered a best practice. This consistency helps to reinforce the brand message, improve brand recall, and increase consumer trust. However, there can be situations where varying the brand image to suit the specific channel or target audience might be effective. For instance, a luxury brand might employ a high-end image in certain channels to appeal to affluent customers, while presenting a more accessible image in other channels to reach a broader audience (Luxen & de Jong, 2019). Nevertheless, such divergence should be handled carefully to avoid diluting the brand's core identity.
The advent and subsequent proliferation of online channels have significantly influenced branding. It has
facilitated a direct interaction between brands and consumers, providing an avenue for companies to cultivate their brand identities actively and dynamically (Labrecque, vor dem Esche, Mathwick, Novak, & Hofacker, 2013). On the other hand, consumers can share and propagate their brand experiences through reviews and social media, influencing brand perception (Gensler, Völckner, Liu-Thompkins, & Wiertz, 2013). Thus, online availability has provided an expanded platform for brand building while making branding more complex and multidimensional. Branding plays a central role in marketing, influencing consumer behavior and facilitating differentiation in the marketplace. Aligning brand image with channel image can reinforce the brand message, though variations might be beneficial in some contexts. Online availability has transformed branding, offering opportunities for interactive and dynamic
brand building, while adding layers of complexity. As we continue the discussion, I look forward to hearing your thoughts on how these factors interplay in current marketing practices.
References:
Aaker, D. A. (2014). Aaker on branding: 20 principles that drive success. Morgan James Publishing.
Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing Brands in the Social Media Environment. Journal of Interactive Marketing, 27(4), 242–256. Kotler, P., Keller, K. L., & Brady, M. (2021). Marketing management. Pearson Education Limited.
Labrecque, L. I., vor dem Esche, J., Mathwick, C., Novak, T. P., & Hofacker, C. F. (2013). Consumer Power: Evolution in the Digital Age. Journal of Interactive Marketing, 27(4), 257–269.
