Marketing

Marketing encompasses all activities that aim to advertise and sell products or services. A successful marketing strategy includes promotion – e.g. via advertising, PR, direct marketing, sponsoring, trade fairs and events – but also pricing, product policy, and the selection of distribution channels.

The basis for successful marketing is the creation of a strong brand – known as branding. Branding encompasses all strategic, visual and verbal elements of a brand that define its identity and interact to create a relevant and differentiating brand experience. This includes the strategic positioning (brand idea, brand story, brand personality), name, logo, tone of voice and key messages, imagery, colors and fonts, layout principles and special design elements.

Marketing reacts quickly to changing environments and needs, while branding aligns the brand for the long term.

Good cooperation between branding and marketing specialists contributes to the economic success of the company.