As marketers tend to understand the details of their products design or chemical formulation, it is often tempting for to express that knowledge in advertising, promotion or packaging. Once upon a time companies were sales-driven . Over the years companies began adapting their products to fit customers needs. Today, successful marketers partner with customers to determine the wants and needs new products can address. Branding and Marketing Branding is almost synonymous with marketing.
Marketing is the process by which companies satisfy customer wants and needs.
This forms the basis of repeat business. Decisions in these areas cannot be made without a clear idea of the benefits sought by customers and those offered by the product. Branding is a device that telegraphically communicates those benefits to the customer. Customer perception does not always occur at the conscious level. If you ask a customer why he or she bought a product, they usually give a rational answer.