Brand Vs. Product Marketing in 2022: What to Expect?

Brand Vs. Product Marketing in 2022: What to Expect?
Updated date:
Apr 18, 2022

Brand vs product marketing is two sides of the same coin. And with marketing, I believe this is undeniable. The contrast between the two is relatively simple: products are tangible items that can be sold for money, whereas brands are the embodied personas of the businesses that sell them. 

Despite working toward a shared aim to improve an organization's market image, you will frequently see both divisions in the firm fighting over who gets the spotlight or, to put it another way, who gets the most significant chunk of the budget. 

If you're one of those folks who can't figure out the difference between the two and how each one adds to the company, I've got you covered. I discuss here the details of Product Marketing and Brand Marketing and how they differ from one another. Here's how the contrast appears to work:

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What is Product Marketing?

Product marketing entails determining product positioning and messaging, introducing the product, and ensuring that the salesperson/customer is aware of the product's benefits. Furthermore, it involves a deeper understanding of the product's target demographic and, as a result, generating a message that appeals to that population. 

Product marketing is concerned with all the steps customers take before deciding whether to buy a product. Your product will not reach its full potential with your target audience without it.

When it comes to the best product marketing strategy, the VW Bus from Volkswagen, which is known for its hippy attitude and the Sound of Silence playing in the background, has gotten a lot of attention (conveying that the electric cars are silent).

Some of the benefits of developing a good product marketing plan are listed below.

  • Highlights the product/advantages: service's As previously stated, product marketing will focus on the development, its characteristics, how they might affect the customer's life, and how they differ from their competitors.
  • It can help you better understand your customers and competitors: Because the advertisement is product-specific, you will learn whether the target audience likes the product over time. It also draws in new customers, mainly when a company introduces new products with new features. Finally, it aids in the development of a practical buyer persona targeting approach.

What is the Definition of Brand Marketing?

Do you recall when Coca-Cola launched their Share a Coke campaign, which involved replacing their characteristic cursive branding with the names of its customers? After seeing them, many of my pals began seeking coke at practically every outlet, only to find the tin can with their name. Additionally, Coca-overall Cola's revenues climbed by 3%. Well, this is what Brand Marketing is all about.

In some ways, brand marketing is about emphasizing your brand while advertising your product or service. Its fundamental goal is to connect the brand's identity value and personality with the audience. Your organization can develop brands that go beyond exhibiting product characteristics and display brand values or intangibles by using an effective brand marketing plan.

If done correctly, these campaigns will provoke an emotional response from your clients, resulting in increased loyalty and repeat business. Compared to product marketing, Brand Marketing is more practical because it aids in developing an emotional bond between the brand and the product.

Product Marketers vs Brand Marketers

The Product Marketers: These individuals work on the premise that the best product will always win. That's not to imply you shouldn't work hard to promote your goods (that would put them out of business). However, in many media efforts that emphasize superiority, it does mean stressing the product's inherent excellence.

A soft drink with more fantastic fizz, a shoe brand with famous customer service, or a smartphone with waterproof capabilities could all be reasons for superiority. A product marketing effort, in any case, would stress features and benefits.

The Brand Marketers: The focus of this camp is on narrative. They might design an entire marketing campaign that has nothing to do with the goods they're selling. Kate Spade New York is an excellent example of this. The company's #missadventure YouTube campaign follows a fake persona played by Hollywood star Anna Kendrick through "the glamorous life'' of a fictional figure.

Even though the company's handbags are shown throughout the series – product marketing – they aren't the main focus. Instead, the marketing effort piques clients' interest by urging them to participate in a sensory experience.

Product Management vs Brand Management

Brand management entails establishing a space for the brand, ensuring brand memory, and ensuring that the brand is relevant to the target audience. A brand manager's primary role is to manage the brand's image or perception and how it is presented to the public. They must ensure that the brand's perceived value is communicated to the appropriate audience, which will aid in the sale of the goods.

As a result, consumer products sectors are more interested in brand management. For example, suppose a fruit drink is designed to appeal to young adults. In that case, the logo, tagline, visuals such as advertisements, and everything images associated with the fruit drink must all be tailored to that demographic.

Product management is done in software firms. The product manager handles the entire product life cycle, ensuring that the product works smoothly—execution, rollout, and customer satisfaction. 

A product manager usually takes one effect, but a brand manager is in order of the entire brand. Dove's brand manager, for example, will be in charge of the whole product line, including soap, deodorant, cream, face wash, shampoo, conditioner, and hand wash.

What's the difference between brand marketing and product marketing?

Here are some of the advantages of Brand Marketing that distinguish it from Product Marketing.

1. Customer Recognition:

Never underestimate the power of repetition. If buyers recognize your brand by its packaging/colors/images of a brand they remember, they are more likely to pick up that product over the sea of others surrounding it while shopping. Why? Because it's appealing and well-known. Brand marketing is perfect for establishing a distinct position in a crowded market, especially with numerous competitors.

2. Helps in the effective growth of revenue and client loyalty over time:

When a customer receives excellent service after purchasing a product/service, they may become brand loyalists and choose your product/service again and over again. After watching your promotional campaign on media or digital channels, they will restructure their association with the brand, and they will feel delighted and sure about their purchasing decision.

3. A competitive advantage

The firm frequently faces stiff competition from current companies and new start-ups who offer a similar product/service and a similar target audience/market. You can, however, develop a distinct identity in the market with the help of brand marketing, which underlines the unique selling propositions and product differentiating aspects.

Brand vs Marketing Strategies 

Brand marketing strategies are what you need. Product marketing strategies are what you want. I believe you require both. Each has some advantages, and depending on your level of experience, you may prefer to prioritize one over the other. If you have a unique product, product marketing is unquestionably more effective. Promote yourself if you can solve a problem that no one else can!

However, if you sell a comparable or same product, differentiating yourself through brand marketing may be the best option. Brand marketing is typically more important than product marketing for established companies with a well-known product.

A critical benefit of brand marketing is that you may keep your brand even if a product goes out of style. Products may become obsolete, but a brand can last a lifetime, allowing you to diversify effortlessly.

Why are brand initiatives popular now, and will they continue to be successful in the future?

Expectations of consumers and their value for products and brands are no longer straightforward. Consumers want more than just good items at a reasonable price; they want a link between their individual needs, hobbies, style, and brand. Consumer attention is captured, and winners are distinguished by their ability to cut through the clutter with advertising that resonates.

Defined, in marketing and advertising, establishing brand identity ties emotions into the purchasing cycle. Businesses that prioritize brand personality over products and services create emotional relationships with customers. Products come and go, but sentiments like trust, delight, and exclusivity are always associated with the brand.

Loyalty and engagement rise when customers identify a brand with good emotion. Research suggests that customers place a greater emphasis on emotions than on goods and price when deciding between companies. Given the complexities of today's omnichannel customer journey, emotional brand association, and the benefits it brings. It can make a difference in keeping unresponsive leads engaged.

What does effective brand messaging look like over product?

The power of a well-known and emotionally connected brand is undeniable. Here are a few instances of successful brand marketing:

The Volkswagen ad "The Force." 

An iconic Super Bowl commercial from the last decade is a great example of advertising that focuses on the emotional relationship between a brand and its customers. The 30-second commercial, which cost $3 million, promoted awareness ahead of the 2012 debut of the VW Passat in the United States. The lack of discussion of price, features, or capabilities makes this commercial so intriguing.

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Instead, a small youngster dressed as Darth Vader used "the force" to start the car in the commercial. What is the campaign's goal? To elicit an emotion among customers that they could recall once the car hit the market. The outcomes speak for themselves. "The Force" had 2 million views the day after the Super Bowl and became the most shared ad of all time.

"Just Do It" Nike campaign. 

The best brands are instantly identifiable, one of the best in Nike's notorious "Just Do It" ad. These three simple words have driven Nike products and inspired a population far beyond the target demographic. "Just Do It" encapsulates both the athletic nature of Nike items and how individuals feel when they exercise.

The campaign makes no mention of Nike's product quality, cost, or athlete benefits. It does, however, appeal to the emotions of Nike's target market, linking the brand with the most potential purchasers. Nike made $800 million in sales at the start of the campaign in 1988. Sales had surpassed $9.8 billion a decade later.

Considerations for Putting Brand-Oriented Initiatives in Place

Marketing professionals are always looking to make the most of their brand initiatives by using effective measuring strategies. Consider these tips. Consider the following factors when launching a brand initiative:

1. What is the brand's current perception?

2. What impact will brand-focused campaign initiatives and advertisements have on the brand's strength?

3. What kind of messaging, emotions, and interests are most likely to appeal to the target market?

4. What channels and touchpoints will result in the highest levels of engagement?

5. Have you determined the objectives of your brand initiative?

Considerations for Measuring Brand Impact:

1. Is brand influence being assessed as a whole or relating to a single campaign?

2. What is the timeframe for determining the brand's impact?

3. Are the metrics being tracked in line with the brand's objectives?

4. Can you combine offline and online measurements for reliable omnichannel measurement?

The Final Note

As customers hold businesses to a higher standard, capturing and sustaining consumer attention throughout the buyer journey is getting more challenging. In response, marketers are now focusing on brand initiatives rather than product objectives. In fact, by 2022, employing people-based marketing to develop more personal, emotional ties with customers will be more effective. 

While measuring the performance of brand-oriented efforts and their influence on ROI is no easy feat, it can significantly impact if done well. The foundation will be clear goals, precise data, robust marketing analytics skills, and unified marketing measurement.

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