Essay about Marketing in Branding

1038 Words Jan 6th, 2013 5 Pages
“With reference to the combination of the articles as support and background, critically evaluate the role of marketing management and its impact on branding and organisational performance”
What is Branding?
The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
“Even in the world of theatre, what actors say is less important than what they do. That’s why any director will tell you, ‘Action is character’. But in our world action is branding.”
What is Marketing Management and its roles?
The application,
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Leventhal (2005)
Reading the above article I have gained insight into the world of marketing. ”A market- driven strategy allows a company to truly understand its market and the customers that are basis for this market”. I have found out that a market driven strategy starts off with the customer who I think is completely correct as if you don’t have a customer you don’t need a brand and if you don’t have a brand you have nothing to market.
In the article they say an effective marketing effort is based upon certain information developing sound business strategies, increasing your return on investment and allowing for more successful innovation. This can be linked to the organisational performance also because these are what a company needs to weigh the company’s performance. Also with the innovation through marketing this will also impact on the branding because successful innovation would entail creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme.
“Marketing is not a short term solution” this is true because Marketing provides information related to customers, competitors, and other market variables in order to facilitate market-driven learning and plays an important informational role in managing costs suggested that the marketing function should be responsible for developing and disseminating knowledge, rather than for developing and implementing marketing

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