Some companies choose to create a strapline, such as John Lewis’s ‘Never knowingly undersold’ or Tesco’s ‘Every little helps’. The aim of straplines are to resonate with target audiences and create a brand personality. Brand creation doesn’t stop there though. ‘Through the line’ (both on TV and billboards and in store or digital) marketing campaigns should also reflect the brand identity. John Lewis for example are targeting the more affluent consumer and pride themselves on quality. They are therefore unlikely to sell and promote cheaper items or heavily discount ranges as this doesn’t create the right image.

Brand marketing is owned by marketing departments; it is their role to create marketing campaigns to attract consumers and think about the overall brand message. In many organisations, they also have Customer or Commercial Marketing departments. Their role is to market the brand to customers that may buy it, such as a supermarket chain or to the end shopper – thinking about how a promotion is executed in store. Both brand marketing and customer marketing have an important role to play. More importantly these two ‘brand owners’ need to work in unison ensuring that all marketing activity – whether TV advertising or a promotion in Tesco Supermarket is consistent, conveying the same brand messaging, the same imagery and ultimately the brand identity.