It’s often said that branding is an essential aspect of marketing. “Branding” refers to the emphasis and efforts placed on the symbols, names, logos, slogans, designs, and other attributes that people identify with a company or product. A brand includes emotional or functional elements meant to establish a relationship with consumers. The bigger the relationship, the better the brand recognition.
Since people are more likely to purchase from a company they feel they know, brand management is a vital aspect of any business. The main goals of proper management are to aid and improve brand equity—the financial value of the brand as measured by the marketing effects that come from using the brand. One way to increase brand equity is to work on brand consistency. This lays a foundation for a strong brand because people see cohesive elements associated with a product instead of several changing and disparate ones.