Research Outline

Brand Marketing Investment Benefits


Provide valuable reasons why a company should invest in brand marketing/rebranding efforts.

Early Findings

Brand Credibility

  • In the current economic climate, brand reputations are particularly susceptible to damage and are also much more exposed to customers as a whole entity, rather than simply a provider of individual products. This makes brand marketing a primary contact point for customer engagement.
  • Through rebranding and brand marketing, brands can also protect themselves from any incidental damages to the company's reputation by maintaining an overall positive public image, and allowing for mitigation of any issues.
  • Customers, due to an increasingly informed digital age, are even more likely to pay higher prices for products from a brand whose image is well established, and/or fits their particular interests as a whole.

Attraction of Investors

  • Brand products alone are only one aspect of investor considerations when researching companies.
  • A majority of the weight of investment decision making falls to entire brand perceptions with much less emphasis on individual products. Brand marketing and rebranding efforts can thus have very influential effects on gaining significant investment and a wider range of investors.

First Contact with Customers

  • Most customers, including business executives that make B2B purchasing decisions, are very well informed and do up to 60% of their own personal research as to which brand to pursue, and this is considered far enough into the decision process that most brand preference decisions are already effectively chosen, and thus are more affected by initial brand marketing efforts than sales tactics when customers are already inquiring about products/services.

Targeted Marketing

  • A well-marketed brand has significant benefits in the currently digital purchasing era due to the ability of these methods to specifically target individual customer demographics, and provide personalized brand advertisements for likely customers with unique needs and interests.
  • There is a considerable shift in branding from an approach called "purchase brands" to "usage brands."
  • Usage brands focus their marketing emphasis to the use of the product after purchase, rather than enticing the customer before purchase.
  • This involves significant brand perception efforts that include educating customers on the use of the products, or informing them about the issues solved by a particular company, developing overall engagement and a positive reputation that further benefits from customer recommendations through an extensively active and available social climate. This strategy supports the entire customer experience through the brand, rather than merely the individual products.

Company Value

  • Brand marketing should be considered a lifetime investment that provides better, more loyal, and more satisfied customer bases, rather than being seen as an expense that would ideally be reduced.
  • Brand marketing can also assist in projecting an underlying problem that is solved by a company's product, rather than the product itself, allowing the company to adapt to changing needs/demand.