BRANDING: CONCEPT, ESSENCE AND MARKETING IMPERATIVES

OKEREAFOR, Geff
Department of Marketing
Michael Okpara University of Agriculture, Umudike
geffie.ok@gmail.com
OGUNGBANGBE, Bashir Muyiwa
Department of Marketing
Michael Okpara University of Agriculture, Umudike
rite2bash@gmail.com
ANYANWU, Ahamefule
Department of Marketing
Imo State University, Owerri
profchuks1234@gmail.com
ABSTRACT
Branding is about creating a unique product/corporate identity, the guarantee of certain level of quality
as a symbol of trust, and the consistency with which these values are communicated and delivered. This
paper examined the rationale behind firms branding their products or services, and pinpointed the
seeping beneficial effects of branding on both customers and companies. The main thrust was to unravel
the business sense around the branding concept, its essence, as well as the overarching marketing
implications; especially for firms operating in today’s fast-paced global market place. The paper affirms
that branding has become a top competitive strategy for global companies on account of its appreciable
contributions to the bottom line; and recommended that firms’ business strategies for long term
profitability should be developed around continuous improvements in brand image and customer brand
experience, in a way that will impact the measurable metrics of customer satisfaction and enhance
customer loyalty.
Keywords: Branding, brands, brand equity, competitive advantage, marketing imperatives