There is a spectrum of opinions here, but in my view, marketing is actively advertising a product or service. In our personal Branding and Marketing Discovery course of action, we now do each things—we try to get at the truth of the brand from the perspective of these who know it effectively, and then we also try to recognize the brand supply in terms of the needs of these who do and could possibly potentially consume it. This second set of findings frequently suggests modifications/improvements.
But about the original query, I likely have a just old-fashioned view of it, as I was like sleeping for some twenty years — I had nothing to do with marketing just after the latter half of the 1980s — and when I returned to the topic recently, it seemed that the discourse was far more about branding than marketing, and it certain attracted my focus.
I write about marketing (but not about advertising, which isn’t seriously on my radar) but until currently hadn’t written specifically about branding (I’m carrying out some analysis now for my short article, which is for a business that sells printing supplies), which I consider of as a lot more precise than marketing (and, I will grant you, much less about the item) and relevant to printed supplies, graphics, logos, consistent image of the corporation, and so forth.
With this exaggeration I am just attempting to point out the pretty evolutionary nature of brand identity in the case of city branding. I have my own very expansive definition of marketing: customer understanding applied. We are not discussing visual branding , but branding that incorporates culture as I think it need to. Your brand IS what you are, but much more importantly it is what you are in the MINDS of your brand customers. So, in answer to your query, you only have to do it” in the sense that not doing it will probably result in your brand becoming incoherent and diffuse, a state described by some as possessing no brand at all.
You postulate that marketing is to branding as engineering is to computer engineering. So I see marketing and branding as two crucial aspects of the ongoing partnership organizations have with the planet. How they sell might differ, and everyone in an organization is, with their every action, either constructing or deconstructing the brand. Marketing may possibly contribute to a brand, but the brand is bigger than any specific marketing work.