Branding vs. Marketing: Which Comes First?
Recently, the debate between “branding first” versus “marketing first” has sparked considerable discussion within the industry. This debate has led to the emergence of specialized roles such as brand managers, advertisers, product managers, salespeople, creatives, copywriters, social media managers, and designers. While the issue of whether branding or marketing should come first has been addressed, the goal is not to determine a definitive right or wrong but to help brands achieve greater growth in the market. Regardless of the chosen strategy, the key lies in the brand’s positioning in the market.
Below are some insights to consider. Maintaining a critical perspective is crucial for personal growth. These viewpoints are for reference, and differing opinions are welcome for discussion.
Why Support “Branding First”?
In the early stages of a marketing career, while working as a brand planner in the manufacturing sector, the goal was to promote a high-priced product online. Given the product’s premium nature and the need for consumer experience, a strong brand presence was deemed essential to persuade buyers. This experience highlighted the significant impact of branding, which can substantially boost sales and help a brand establish a foothold in the market.
As brand strength increased, relationships with distribution channels also became more flexible, rather than constrained. This reinforced the belief in the substantial influence of branding, particularly for high-value products and markets where consumer experience is crucial.
Why Shift Away from “Branding First”?
Over time, exposure to more resource-constrained small and medium enterprises revealed that many successful businesses during the era of traffic benefits relied on simplified strategies. These strategies often involved basic operations like leveraging social media advertising to drive traffic, with branding and brand personality being relatively simplified.
These experiences underscored that, even with limited resources, simple and effective marketing strategies could achieve significant market performance. While branding may not always be the optimal choice, commercial success can still be attained through other methods. Thus, there is no absolute rule of “branding first” or “marketing first”—the key is to find the most appropriate strategy for the current situation.
Examples of Brand Growth
For instance, established brands like Lao Xie Zhen have built their brand image gradually through consistent operations and stable product quality. This illustrates that brand development requires time and is closely linked to marketing communication and product quality.
The success story of Chanel also demonstrates that brand growth depends on genuinely recognized design concepts and brand values.
Conclusion
The traditional view of “branding first” may have limitations, where “marketing” refers to advertising communication, and “marketing first” pertains to strategies such as the 4Ps. In business, branding offers a psychological significance that transcends the physical product, helping consumers make emotionally driven choices. In the context of low-cost competition, branding strategies can provide differentiation and market focus.
In summary, whether to prioritize “marketing first” or “branding first” should be determined based on specific circumstances. With ample resources, prioritizing branding may be feasible, whereas, with limited resources, marketing might take precedence. The ultimate goal is to find the strategy that best fits the current context to achieve optimal market outcomes.
The core of brand strategy lies in enhancing competitiveness, which is a long-term marketing investment. Whether for businesses or individuals, successful brands grow through continuous experimentation and adjustment in the market.