The procedure involved in creating a exclusive name and image for a product in the consumers’ mind, primarily via advertising campaigns with a constant theme. In my opinion, Branding and Marketing, and Sales, are far more intimately connected than we think… And they should be treated as a single function. But if I could, I’d like to present a contrarian view: The Brand is what you are”, and Marketing is what you do”… BUT what you do” (habits) sooner or later defines what you are” (character). Every single believed, every single action, each and every policy, each ad, each and every marketing promotion has the effect of either inspiring or deterring brand loyalty in whomever is exposed to it. All of this affects sales. I do not disagree with you at the level of the most basic definition of marketing.
You postulate that marketing is to branding as engineering is to computer engineering. So I see marketing and branding as two essential elements of the ongoing connection organizations have with the globe. How they sell could differ, and absolutely everyone in an organization is, with their every action, either constructing or deconstructing the brand. Marketing might contribute to a brand, but the brand is bigger than any specific marketing effort.
Branding is as vital to the results of a business or nonprofit as possessing financial coherence, possessing a vision for the future, or having top quality personnel. This fits properly, I believe, with your definition as I study it. The location exactly where we differ is on the definition of branding, due to the fact branding extends inward and impacts and encompasses an organization’s internal workings and behavior in strategies that marketing does not. Branding came into vogue due to the results of the company’s marketing – see Coke.
In our personal Branding and Marketing Discovery process, we now do both things—we try to get at the truth of the brand from the viewpoint of these who know it well, and then we also attempt to comprehend the brand give in terms of the demands of these who do and could possibly potentially consume it. This second set of findings generally suggests modifications/improvements.
For me though, 1 of the essential functions of branding is to sort out how you are going to communicate your worth so that those outside your company or organization (or your own head) can realize it. Not doing this can also be extremely pricey. This is why I see that the DNA of branding is in the interplay inside the item-communication axis.