Brand Management — The Key to Business Success
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Brand Management — The Key to Business Success

  Apr 8 2019

# Marketing and Sales

Branding is the art and cornerstone of marketing—but it’s also a complex topic. Branding is the aspect of marketing that uses symbols that help consumers identify and separate one producer or product from another.

Branding is a top management priority and one of the most valuable intangible assets that firms have. For customers, brands can simplify choice, promise a particular quality level, reduce risk, and generate trust.

Branding elements

These are the 5 most important elements that sustain a brand and need to be visible and memorable to consumers so they can recognize and desire it:

  1. Brand identity — the way people recognize the brand. It can be done through a recognizable name that tells people about a certain organization, a logo or other associated visuals.
  2. Brand image — the idea of the brand that people develop in their minds. This idea dictates what potential customers can expect from the brand.
  3. Brand equity — the value that a brand has. It refers to tangible financial value such as market share and revenue, but also intangible aspects such as the strategic benefits the brand offers.
  4. Brand experience — everything that a customer goes through while purchasing or using a brand
  5. Brand communication — the message delivered through adverts, brochures, and hoardings.

It is important to know that there are certain brand elements that can work, either together or individually, to contribute to brand equity. These are:

  • Brand name — the basis upon which the brand equity is built
  • Logos and symbols — play a critical role in building equity in terms of brand awareness
  • Packaging — reinforce valuable brand associations and recognition
  • Slogans — words that can capture the essence of a brand

Branding is a mental game. Make sure that the elements you’re using tell a story that draws a distinct image in the minds of your consumers.

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George R. Khayat


Mr. George Khayat is a partner with Meirc Training & Consulting. He holds a bachelor of science in management from the Lebanese American University, a master in marketing and communication from ESCP-EAP University in France, and is currently completing a master of science in management from St. Joseph University in Beirut. George is a certified marketing analyst (The Graduate Board of Management, USA), a chartered marketer (Chartered Institute of Marketing, UK), a certified Lego® Serious Play® method facilitator, and a certified sales professional (Sales Training International, USA). He is also certified in Action Selling® (USA) and Guerrilla Marketing (Australia).