Brand marketing

Brand marketing attempts to create, sustain, or improve the strength of a brand. Brand marketing campaigns infuse marketing messages with the “brand voice” (i.e. tone and values). A strong brand builds rapport with buyers — beyond their preference for an individual product or service.

Just getting started? Want to take a deep-dive into brand marketing? Choose from dozens of blog posts, full-length courses, and other resources to master the discipline before you launch your next campaign.

What is brand equity?

Brand equity is a way to describe the strength of a brand. A strong brand has lots of brand equity; a new brand has none. A brand marketing campaign may set out to increase or recover brand equity.

What’s the role of brand in marketing?

Brand is often an important differentiator — buyers choose to buy from you because they recognize and like your brand. For strong brands, that decision may override practical considerations about features or cost.

Get expert insights on brand marketing

If you compete only on price, you’re a commodity. If you compete solely on features, you may pour money into product development without building any loyalty among your customers.

Blog posts on brand marketing

From copy to design to full-on marketing campaigns, learn how to infuse your marketing with words, design, and other elements that help your brand stand out.

Brand marketing courses

Compared to other marketing strategies, brand marketing is esoteric. How do you communicate a “brand voice”? How do you monitor copy for a consistent tone?

Our courses on brand are a deep dive into practical ways to implement brand marketing strategies.

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Some of the companies that train their teams at CXL Institute: