Evaluate the Importance of Branding, and Brand Loyalty, to Successful Marketing.

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Marketing and branding, two of the most common used words in the contemporary world, is closely linked to each other without doubts, but the importance of branding to successful marketing is enquired to measure in term of the question. In fact, various people have different ideas on marketing and branding. For most of people, or customers, the two are normally combined in their minds or even equal to each other. For example, people could raise Apple as the answer for both questions of “what is good branding” and “what is successful marketing”. In fact, they are two separate topics on academic, and branding is just one of the numerous marketing activities apparently. However, the perception of consumers might be a good guide to answer the…show more content…
(Business Source Premier, 2006)

As discussed before, a brand is a unique business identity, and a well managed one would be the asset of an organization, and the marketing and financial value associated with its strength in a market is so-called brand equity. (Dibb et al, 2001, p 272) According to Dibb et al (2001), there are four main elements underlie the brand equity, which are brand name awareness, brand loyalty, perceived brand quality and brand associations.

It is good for customers to know the brand names of products which they do or do not like, thereby, they can recognize and purchase products that satisfy their needs simply. Otherwise, the product selection would be complicated or even wrongly selection. At the same time, it is clear that brand name awareness is the very first step for sellers, which would cause familiarity; and a unique brand name or logo may reinforce the familiarity to be memorable, which will strongly remain custom ers to come again. Due to that, organizations should promote their brand names or logos as much as possible within this stage, to gain awareness of their brands from customers. For example, one of marketing techniques of Virgin Atlantic is to advertising activity in the UK includes TV, press, magazines, outdoor posters and taxi sides, all featuring their distinctive logo. Advertising is used to
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