Brand marketing is the process that companies use to keep the public aware of their brands and features through marketing, so that consumers will continue to buy their products. Brand marketing includes any logo, symbol or slogan used by a company.
Brand awareness is the main reason for brand marketing. Brand awareness refers to the public's ability to recall or recognize a brand from a brand element, such as a logo, jingle or slogan. Brand awareness can play a critical role in a company's business as many customers will not try a brand that they are not aware of. Brand marketing should involve high-impact slogans that are easy to understand, such as Nike's "Just Do It" or Apple's "Think Different" campaigns.