What is brand marketing?

Brand marketing is the practice of promoting a brand as a whole, rather than promoting a specific product or service from the brand. Typically, the scope of brand marketing is much broader, so the thinking that goes into it differs from other types of marketing.

Businesses use brand marketing to create and promote a streamlined corporate identity. This can be important for brand recognition and may be necessary during times of growth and change. Brand marketing can be crucial during new expansions, or in the event of something negative occurring that affects the brand.