What are the main functions of marketing

The tasks and functions of a brand


For the success of a company, it is not only crucial to make yourself and your offer known to as large a group of potential customers as possible and to convince as many as possible of your own performance in order to secure a solid position in the market.

It is just as important to establish your own company or the company's products as a brand.

New German is also used instead of brand, the term brand and instead of inventing and establishing a brand, branding is used. A look at history shows that the idea of ​​a brand or label is by no means new. Criminals, prostitutes or people believed to be witches were branded with visible symbols so that everyone could see who they were looking at.

Cattle and horses were branded to make it clear which herd they belonged to.

In the end, not much has changed in the meaning of branding:

For companies, too, the brand is the hallmark that distinguishes them from other companies. If a brand name arouses positive associations, it can also create decisive competitive advantages.

The importance of a brand for the company

Consumers associate a certain image or a certain message with a brand. The image or the message are then also the factors that decide whether a consumer buys a product of this brand and whether he prefers this brand to other products, which can also be branded or so-called no-name products.

If the brand can maintain its image and meet expectations, a relationship of trust develops over time.

In the best case scenario, the brand becomes their brand for the customer. In turn, a brand with positive connotations can open the door for sales. In any case, this is the case if the name stands for quality and has proven itself for years. A brand therefore not only serves as an orientation aid in the large range of goods, but is also the hallmark of a company or a product and an important tool to win and retain loyal customers. That is why it is of great importance for a company to build a brand and make it strong.

A company that can boast a brand name has an advantage over a company without a solid brand presence, even if the products and services of the two companies are objectively equivalent.

The tasks and functions of a brand

One of the greatest difficulties in establishing a brand arises from the fact that a brand is only partially defined by formal aspects and obvious factors such as the name, a symbol or logo or a characteristic design. The external appearance helps to recognize a brand quickly.

The image of the brand, i.e. what consumers associate with a brand, is primarily created in their minds. It is therefore important to consider which tasks and functions a brand specifically takes on.

These vary depending on the perspective:

· From the company's point of view, the brand is an instrument to set itself apart from the competition. In addition, the brand is a quality feature that can also be an important element in pricing and pricing policy. In principle, a brand name justifies a higher price than a no-name product.

Conversely, the effect of an offer is also greater if a tried and tested branded product is offered as part of a temporary special offer that is significantly cheaper than usual or at the same price as a no-name product. In addition, the brand can contribute to the formation of preferences among customers and promote the development of trust and lasting customer relationships. This in turn also makes it easier to introduce and establish new products, because customers who are convinced of a brand also like to try out new things from the respective brand range.


· On the one hand, an established brand lowers the seller's own sales risk. On the other hand, the seller benefits from the positive image that he can use for himself. At the same time, he can limit his own consulting activities and sales measures, because a well-known brand sells better than an unknown one.


· From the customer's perspective, a brand symbolizes a certain image and conveys a certain message. The brand stands for quality, creates trust and serves as an orientation aid in order to find the product in the large assortment that comes closest to your own wishes and ideas. In some cases, a brand also satisfies certain social needs, prime examples of this are clothing, cars, but also certain food and luxury goods.

The fields of activity of brand management

Brand management, which is responsible for establishing and managing a brand, is essentially confronted with three large areas of responsibility:

1. The brand strategy.

As part of the brand strategy, it is determined how and by what brand which brand is to be created. On the one hand, the brand essence is defined. As a claim, the brand essence sums up the identity of the company or a product. On the other hand, the brand strategy defines the brand benefits.

The brand benefit reflects what the company offers potential customers. It is important that the announcements and promises of benefit evoke certain associations in the customer. These in turn have to match the brand essence and thus match the corporate identity, otherwise the company will not be able to achieve the desired positioning of the brand.

In addition, the brand strategy deals with the desired brand personality. The goal of brand personality is to bring the entire brand or a single product together with associations that are distinctive traits.

Just as certain characteristics shape a person's character, a brand should also develop a personality that is recognizable and unmistakable based on certain characteristics that are typical for it. In contrast to brand benefits, which also take objectively measurable factors into account, brand personality is primarily about emotional criteria.

2. The brand identity.

The brand can be presented in different ways. One possibility is a single brand strategy in which each brand of a company is viewed individually and established on the market for itself.

With an umbrella brand strategy, the brands of a company are arranged hierarchically and positioned according to this hierarchy. A product group strategy is also possible in which the brands are assigned an equivalent market position next to one another in order to achieve a brand transfer through several product groups. Which form of brand presence is the best solution depends on the goals the company pursues with and through its brand.

The brand control. The job of brand control is to check whether the brand strategy and brand identity are achieving the desired results. It is thus determined whether the brand could be established in the desired form and thus subsequently contributes to the fact that the company, marketing and sales goals can be achieved. If this is not the case or is not the case to a sufficient extent, it is necessary to define and initiate appropriate measures.

More advice, tips and instructions:

Topic: The tasks and functions of a brand

Internet media owner Ferya Gülcan
Isabella Dorant, 48 years old, sales manager, Christian Kazinski, 42 years old, sales representative and Martin Pocher, 39 years old, sales consultant in the field service, as well as Ferya Gülcan editor and operator of this site, write useful information, instructions and advice on the subject of sales, marketing and marketing .

Published by

editorial staff

Isabella Dorant, 48 years old, sales manager, Christian Kazinski, 42 years old, sales representative and Martin Pocher, 39 years old, sales consultant in the field service, as well as Ferya Gülcan editor and operator of this site, write useful information, instructions and advice on the subject of sales, marketing and marketing . Show all posts by the editorial team

Published by the author editorial team