Branding
is strategic. Marketing is tactical.
Marketing may contribute to a brand, but the brand is bigger than any particular marketing effort. The brand is what remains after the marketing has swept through the room. It’s what sticks in your mind associated with a product, service, or organization—whether or not, at that particular moment, you bought or did not buy.
The brand is ultimately what determines if you will become a loyal customer or not. The marketing may convince you to buy a particular MicroMax Mobile , and maybe it’s the first Mobile you ever owned, but it is the brand that will determine if you will only buy MicroMax for the rest of your life.
The brand is built from many things. Very important among these things is the lived experience of the brand. Did that cellphone  deliver on its brand promise of reliability? Did the maker continue to uphold the quality standards that made them what they are? Did the sales guy or the service center executive  know what they were talking about?
Branding is as vital to the success of a business or non-profit as having financial coherence, having a vision for the future, or having quality employees.
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