The Role of Branding in Modern Marketing: Building and Sustaining Customer Loyalty

DOI

10.2991/978-2-38476-257-6_63How to use a DOI?

Keywords

Digital transformation; Product differentiation; Branding; Contemporary marketing

Abstract

In today’s era of relentless digital transformation, the landscape of product offerings has changed dramatically. Most products have become so similar that differentiation often boils down to minute nuances. As the margin between products narrows, the emphasis on branding has escalated, making it a pivotal element in determining a business’s triumph. Amidst a sea of choices, it is the strength and clarity of a brand that can pierce through the clutter and resonate with consumers. This narrative delves deep into the heart of contemporary marketing to shed light on the paramount importance of branding. We will explore its multifaceted role, from creating unique brand identities to the more intricate task of nurturing and sustaining customer loyalty, which stands as the cornerstone of long-term business success.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Meng Yuan
PY  - 2024
DA  - 2024/05/27
TI  - The Role of Branding in Modern Marketing: Building and Sustaining Customer Loyalty
BT  - Proceedings of the 2024 International Conference on Applied Economics, Management Science and Social Development (AEMSS 2024)
PB  - Atlantis Press
SP  - 527
EP  - 533
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-2-38476-257-6_63
DO  - 10.2991/978-2-38476-257-6_63
ID  - Yuan2024
ER  -