Why brands matter

You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.

Necessary Necessary. Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously. Cookie Duration Description cookielawinfo-checkbox-advertisement 1 year The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Advertisement". The cookie is used to store the user consent for the cookies in the category "Analytics".

The cookies is used to store the user consent for the cookies in the category "Necessary". The cookie is used to store the user consent for the cookies in the category "Other. The cookie is used to store the user consent for the cookies in the category "Performance". General purpose platform session cookies that are used to maintain users' state across page requests.

It does not store any personal data. Functional Functional. Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features. The purpose of the cookie is to enable LinkedIn functionalities on the page. The cookie stores the language code of the last browsed page. Performance Performance. Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.

Analytics Analytics. Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc. This cookie is used to track how many times users see a particular advert which helps in measuring the success of the campaign and calculate the revenue generated by the campaign.

These cookies can only be read from the domain that it is set on so it will not track any data while browsing through another sites. The cookie is used to calculate visitor, session, campaign data and keep track of site usage for the site's analytics report. The cookies store information anonymously and assign a randomly generated number to identify unique visitors.

The cookie is used to store information of how visitors use a website and helps in creating an analytics report of how the website is doing. The data collected including the number visitors, the source where they have come from, and the pages visted in an anonymous form.

They register anonymous statistical data on for example how many times the video is displayed and what settings are used for playback. Advertisement Advertisement. Such an approach begs the question: can we claim that consumers who have access to information about products through branding and marketing — as long as companies are honest — are making irresponsible buying choices?

No, and claiming otherwise is mere paternalism. Governments that trample on brand freedom put not only industries at risk but also consumers. In the past months in which all retail shops have been closed almost everywhere in Europe, consumers have greatly enjoyed the variety of virtual brands. Trust is a crucial part of that relationship. In the midst of quarantines, European consumers have been using e-commerce channels and other platforms to buy goods and products without needing to interact or inspect with them in real life.

The decisions are then solely based on trust for the platform and the brand. Let's first explore the notion of a brand and speculate about its origins. The word 'brand' is most often defined as a symbol, name or sign that identifies and distinguishes one product or service from competitive products and services. We might think of 'identifies and distinguishes' as the practical or tangible functions. WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Branding is important because it sets you apart from your competition and gives your customer a reason to buy from you. Consistent, strategic branding leads to strong brand equity.

Your brand is the promise you make to your customer. Your branding tells your story and why you are in business. It defines what you stand for and tells customers what they can expect when they do business with you. Customers form an emotional attachment to your brand and form perceptions that go along with that. Branding is what works to establish that story.

HE: Awareness is at the top of the marketing funnel, so making prospective customers aware of your brand — who you are and what you do — is the first step in promoting your products or services. If you have a strong brand, you already have a relationship with your customers. They will have preconceived notions about your company based on that relationship and what it means — from your reputation to the quality of what you deliver and even your values. There are many benefits to being recognized as a brand, including customer loyalty, enhanced credibility, increased sales, leads and referrals, the ability to command higher prices in the marketplace and, finally, a competitive edge over lesser-known brands.