In no more than 2500 words, critically evaluate the role of branding Essay

In no more than 2500 words, critically evaluate the role of branding and its importance to an organisations marketing communications - Essay Example Creating a brand image and name for a company ensures that customers are able to differentiate the products and recognise the product that satisfies their needs the most and thus improving the customer loyalty. In simple word branding is the process of creating a different image from that of the competitors (Jobber, 2004). This paper aims at discussing the basic concept of branding and furthermore the importance of branding to an organisations’ communication. The paper will first start with a brief discussion of the term branding, following which the role of branding in companies will be discussed. This will provide for a basic understanding and will lead to a more important aspect of every business, i.e. importance of branding on the marketing communications of a business. Modern branding is gradually focusing its interest on preserving and putting together a combination of values either tangible or intangible. These values significantly and properly make a distinction of a company from the others and are pertinent to consumers (Jobber, 2004, Kotler et al., 2002). Kotler (2002) discussed that only Coca-Cola can manufacture ‘Coke’ although many manufacturers can produce cola drinks. Levitt stated that the competition does not presently thrive on what the manufacturers can produce. Rather, these factories focus on the improvement of their product. This is a new kind of knowledge for the customers in terms of services, advertising, packaging and many other aspects that aim to meet the necessities of the customer and the value of the people. A strong customer franchise is a requirement for a company to be shielded from competition. (Kotler, et.al., 2002). Prior to a discussion regarding research techniques for assessing the effects of advertising on branding, the word or concept brand itself need to be defined. A brand is a unique name or symbol intended to 1) distinguish to sources of a good