Why do many businesses collapse while others thrive? What is the core to protecting and extending product uniqueness to increase sales? According to an interesting blog by Sarah Hancock, the success of business marketing is positively correlated to the branding of that enterprise. The author states that a brand classifies a business while making specific promises to its customers.

In all consensuses with the author’s blog, branding is fundamental to the success of marketing and the business as a whole because it delivers the brand message and conveys its value propositions to its customers. In addition, successful branding can connect with the consumers at an emotional level and motivate them to try the brand. For instance, Walmart’s brand promise, “Save Money. Live Better.”, accentuates its cost leadership strategy and highlights the emotional benefits of shopping at Walmart. Similarly, Ernst and Young’s brand promise, “Building a Better Working World”, emphasizes on the firm’s dedication and allegiance towards its primary purpose of conscientious auditing.

In order to develop a successful brand, businesses should first select their point of difference and their best value, and then use that to create a brand message that can differentiate and symbolize that enterprise in the market.

Work Cited

Hancock, Sarah. “Why Does Branding Matter? Because It Works.” Red Rocket. N.p., n.d. Web. 1 Nov. 2014.

“Walmart.” Lippincott: Brand Strategy and Design. N.p., n.d. Web. 01 Nov. 2014.

“Ernst and Young.” Brand New: New Logo and Name for Ernst & Young by BrandPie. N.p., 3 July 2013. Web. 01 Nov. 2014.

Brown, Evan. “3 Steps You Must Take For Branding Your Business – Design Mantic.” Design Mantic. N.p., 23 Aug. 2013. Web. 01 Nov. 2014.