The Digital Brand Marketing in the Azores Archipelago: New Paths for the Enhancement of Sustainable Regional Development

The Brand Marketing Concept: A Brief Overview

Brand marketing, generally speaking, is the enterprise's product-specific image through a means of a profound reflection into the hearts of consumers (Malhotra, 2012). Also, brand marketing refers to the enterprise through the use of consumer demand for products, and then use the product quality, culture, and unique publicity to create a brand in the hearts of users to recognize the value of the final form of brand effectiveness marketing strategy and process (Wang, 2015). Thus, it uses various marketing strategies to make the target customer form the cognition-recognition-recognition of enterprise brand and product and service through marketing (DaCunha, 2014, Talpau, 2012). Moreover, according to Khedher (2015): “(...) brand marketing from the high level is the image of the enterprise, visibility, good reputation, and so on display to consumers or customers in the eyes of customers and consumers to form a product or service brand image of the enterprise, this is brand marketing”.

The fundamental point of brand marketing is to find a differentiated personality for the brand - which can profoundly affect the core of the brand value of consumers. Also, it allows consumers to quickly identify and remember the interests of the brand and personality, drive consumer identity, even love a brand's main strength (Lub, 2015). The premise of brand marketing is the quality of products to ensure that consumers are recognized (Chaffey, 2012). Brands are based on tangible products and intangible services. Visible refers to the new packaging product, unique design, and the name of the rich symbolic attraction (Aaker, 2013).