Marketing and Branding Course in Jaipur
1.Branding is strategic. Marketing is tactical.
Marketing may contribute to a brand, but the brand is bigger than any particular marketing effort. The brand is what remains after the marketing has swept through the room. It’s what sticks in your mind associated with a product, service, or organization—whether or not, at that particular moment, you bought or did not buy.
The brand is ultimately what determines if you will become a loyal customer or not. The marketing may convince you to buy a particular Toyota, and maybe it’s the first foreign car you ever owned, but it is the brand that will determine if you will only buy Toyotas for the rest of your life.
The brand is built from many things. Very important among these things is the lived experience of the brand. Did that car deliver on its brand promise of reliability? Did the maker continue to uphold the quality standards that made them what they are? Did the sales guy or the service centre mechanic know what they were talking about?
2.Marketing unearths and activates buyers. Branding makes loyal customers, advocates, even evangelists, out of those who buy.
This works the same way for all types of businesses and organizations. All organizations must sell (including non-profits). How they sell may differ, and everyone in an organization is, with their every action, either constructing or deconstructing the brand. Every thought, every action, every policy, every ad, every marketing promotion has the effect of either inspiring or deterring brand loyalty in whomever is exposed to it. All of this affects sales.
Back to our financial expert. Is marketing a cost centre? Poorly researched and executed marketing activities can certainly be a cost centre, but well-researched and well-executed marketing is an investment that pays for itself in sales and brand reinforcement.
Is branding a cost centre? On the surface, yes, but the return is loyalty. The return is salespeople whose jobs are easier and more effective, employees who stay longer and work harder, customers who become ambassadors and advocates for the organization.
3.Branding is as vital to the success of a business or non-profit as having financial coherence, having a vision for the future, or having quality employees.
It is the essential foundation for a successful operation. So yes, it’s a cost centre, like good employees, financial experts, and business or organizational innovators are. They are cost centres, but what is REALLY costly is not to have them, or to have substandard ones.
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