Building and maintaining a relationship between a brand and consumers is called brand marketing. Brand marketing promotes the complete brand rather than just a specific product or service, using the products and services as evidence of the brand's promise. Building a brand's value, and ultimately the value of the business, is the aim of brand marketing. The same channels that businesses might utilize for product marketing initiatives, such as digital, social, and paid search advertising, are also available for brand marketing strategies. Combining many channels to produce a media mix that reaches a large audience is an excellent strategy. To increase brand awareness and contact potential customers across various digital areas, brand marketers, for instance, could augment their brand advertising approach with email and content marketing initiatives. But before choosing the appropriate messaging for the appropriate audiences in these venues, we must take into account brand attributes.

Brand attributes

Similar to how every person has a different combination of personality traits, every brand has its own distinctive qualities. Consumers perceive attributes as being a part of a brand. These could contain the brand's name and tagline, colours, or even popular music or sounds. Additionally, characteristics can be the mood that a brand arouses. Examples of "feeling" qualities are those that are original, trustworthy, honest, or transparent.

Brand Equity

Brand equity, or the measure of how customers perceive a brand, is the worth of a company's brand. Consumers' familiarity with the brand, preference for it over rivals, level of connection with the brand, and loyalty to it are all indicators of strong brand equity. With the backing of their devoted customer base, brands with strong brand equity may innovate and grow their operations. Brand equity is measured by comparing brand awareness, brand loyalty, preference, and financial metrics.