Before jumping to any factual difference, let me tell you something about both of them. Let’s start with marketing. As they said in the 11th class, Marketing is much more than selling, and yet it’s true for me till now. Marketing starts before a product is manufactured and goes beyond, once it is sold.

​ It works on a simple mix of elements which is 4 on a primary basis but extends till 7 as complexity increases. Comprising of Product, Place, Price and Promotion, the basic elements like the 5 elements of life. Our heading, Branding, is just a part of the marketing. A brand is nothing but the essence of a product or company existing in the market and process of creating a brand by giving its essentials like, name, symbol, tagline, the identity of differentiating it with its competitors, is called Branding.

1. Scope
Marketing focuses on every aspect of product life, from its generation to its selling for a long time. This is the process which decides the strategy for branding, pricing, structure, promotion style and many elements described as the marketing mix. It leads the way for a product and the company. A good marketing strategy is needed for the success of a company. It complements the other elements of a business.

Branding is responsible for the good positioning of a product in the market. How well a consumer is able to identify the product among the others is the work of branding. The work of branding is to give the product its own identity, which either can match the company’s or can be totally different. Let’s take an example of JBL the Audio experiencing company, its father company is owned by Samsung. So, ultimately JBL is a product of Samsung, though there is so much difference in both of its branding. A good branding influences the marketing strategy and its success. Though it wouldn’t harm a company’s marketing, it didn’t do right, because that’s just a product from many among.

2. Need
Marketing needs a brand on which the sole product stands with its attributes which get sold, basically the selling point. Branding gives the marketing strategy that selling point. Marketers work is to give the product that image and identity which converts in the selling point. For this, the attributes of the product are seen first according to which the other things continued. Branding should complement the ideology of the product and of the company’s’.

3. The Impact
Marketing leads to the company’s growth and success. A good marketing strategy ensures the return on investment through proper measuring and controlling of the execution. Many companies have seen the wrath of bad marketing strategies, leading to shut the campaigns and get a new image totally. Branding plays an important role in the formation of that story. Bad branding of a product of a company can give a backlash to the whole company.

Marketing deals with every aspect that deals with product, when, where and how a product will be sold, starting with the pricing and differentiation of the product and then focusing on how to promote or put it in the market. Promotion goes hand in hand with Branding as it gives the brief on how to proceed with the creative and strategies. Branding goes with the product, the visual and real value is attached to it. The identity can be seen with the product. In short, Branding gives the product a story, a dialogue, an essence which speaks itself. It includes its colours, design, graphics, logo, taglines, format, all the things which can be seen, heard and felt by the consumer.

​ To sum up I can say that it is the branding which leads the marketing and it’s the marketing which leads the way of the products life and ultimately the company. To achieve what’s the goal, one should give an ample amount of time on branding and even more time to Marketing strategies.

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PRIYESH CHOUKSEY

Creative Associate

VOLUME