Branding and brand identity are fundamental aspects of international marketing today. First of all, a strong and recognizable brand name promotes the popularity of the product and ensures potential customers will know about it. A high level of client satisfaction will lead to the establishment of a positive correlation between a certain brand name and pleasant feelings (Marshall & Johnston, 2021). Considering the fact that most people like being associated with recognized brands, it will help to increase the level of sales and support the stable interest in the distributed product, which is vital for any company and its further evolution.
Second, branding might help firms to survive and evolve in terms of fierce rivalry. The existing international business environment is characterized by the presence of multiple brands trying to expand their loyal audience in various regions. The diversity of offerings and products means that clients might be confused and lost when selecting the item they need. At the same time, effective branding efforts will help to create a recognizable image that would differentiate the company from others (Kotler, 2016). For global marketing, it is one of the major determinants of success as it might guarantee the generation of competitive advantage and stable sales in different areas.
Finally, branding might help to improve customer service and build positive relations with clients. By emphasizing specific aspects of the company and its adherence to particular values and ideas, managers can trigger positive feelings in the target audience. Sharing the same visions might serve as a potent stimulus for making a purchase and continuing cooperation with the company (Iacobucci, 2021). For this reason, branding and brand identity are critical aspects of the modern business world and should be included in the marketing strategy.
References
Iacobucci, D. (2021). Marketing Management (6th ed.). Cengage Learning.
Kotler, P. (2016). Marketing management (15th ed.). Pearson.
Marshall, G., & Johnston, M. (2021). ISE marketing management (3rd ed.). McGraw Hill Education.