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

Meng Yuan ()
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Meng Yuan: Chinese University of Hongkong

A chapter in Proceedings of the 2024 International Conference on Applied Economics, Management Science and Social Development (AEMSS 2024), 2024, pp 527-533 from Springer

Abstract: 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.

Keywords: Digital transformation; Product differentiation; Branding; Contemporary marketing (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-2-38476-257-6_63

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