The Role of Companies as Brand Meaning Making

Companies play a crucial role in shaping consumer perspectives about their brand. They create a unique brand identity that sets them apart from their competitors. A brand identity is a combination of visual and verbal elements that create a particular image and perception of the company in the minds of consumers. This can include a company's logo, slogan, packaging, advertising, and corporate culture.

Company as Brand Meaning Maker

The company's concept as a brand meaning maker refers to the idea that companies are not just providers of goods and services but also creators of meaning and identity. A company's brand is more than just its logo or tagline; it represents the values, personality, and unique characteristics that set it apart from its competitors. Companies that succeed in creating strong and distinctive brands can establish emotional connections with consumers, foster loyalty, and differentiate themselves in a crowded marketplace.

The Company as Brand Meaning Maker: A Consumer Perspective

In today's highly competitive business landscape, companies face immense pressure to stand out and differentiate themselves from their rivals. With the rise of the internet and social media, consumers now have unprecedented access to information about companies and their products. As a result, companies must work harder than ever to build strong and distinctive brands that resonate with consumers and create meaningful connections.

The Role of Companies in Creating Brand Meaning

Given the importance of brand meaning to consumers, companies must intentionally and strategically create and communicate their brand identities. Successful companies understand that branding is not just a matter of creating a catchy tagline or logo; it requires a deep understanding of their target audience and the cultural context in which they operate. Companies must also ensure their brand meaning is authentic and consistent across all touchpoints, from advertising and marketing to customer service and product design. In today's interconnected world, consumers quickly spot inauthenticity and will punish companies that fail to live up to their brand promises.

Brand Building Factors

Business strategists often talk about first-mover advantage. In the context of brand development, by 'first-mover,' they mean that it is possible for the first successful brand in a market to create a precise positioning in the minds of target customers before the competition enters the market. The long-term perspective of the brand building means investing in the brand over the long term. Building customer awareness, communicating the brand's message, and creating customer loyalty takes time.

Repositioning is the name of this technique. Another critical factor in creating a solid brand is communication. The promotional mix must include all its components to create and maintain positive client views. The initial difficulty is raising brand awareness, followed by developing the brand's personality and reinforcing perception. First-mover advantage is a term that business strategists frequently use. The term "first-mover" in the context of brand creation refers to the potential for the market's first successful brand to establish a distinct positioning in the minds of target consumers before the competition enters the space.

The long-term view of brand building implies the necessity to make long-term investments in the brand. Increasing brand recognition, communicating the company's message, and fostering client loyalty takes time. So, management must "invest" in a brand, perhaps at the sacrifice of immediate financial success. The management should also ensure that the brand is promoted inside and outside. This refers to the idea that everyone in the company should be aware of the positioning and values of the brand.

The type and caliber of service a client receives are crucial to brand value in the event management industry. Every time a brand engages with a potential or current consumer, it should establish credibility and trust. Brands with a solid reputation have a better chance of developing devoted customers. Positive media coverage frequently serves as an endorsement for a brand and raises its reputation in well-respected newspapers and magazines. Additional methods of promoting companies include

  • Using celebrities at events,

  • Linking a company to a well-recognized event,

  • Personal endorsements (endorsements provided by clients, their families, and friends), and

  • Online influencers (users of social media sites with significant followings who promote businesses).

Brand Associative System

The associatively connected brand qualities in a person's memory are known as their brand associative system. After interacting with various brands over time, the consumer eventually creates a brand associative system, which is the culmination of all brand observations and experiences. Such brand observations and experiences, when combined with the associations of a brand's users (user image), can result in the emergence of a brand personality. It is essential to remember that people often view events as entertainment.

Consumers' brains are affected emotionally by entertainment items. Due to this, emotional qualities are particularly crucial when a customer or business wants to turn a recurring event into a powerful brand. IIFA's recognition for its special appeal of entertainment, good times, and celebrity performances that light up stages everywhere they go with international celebrities adds to its attraction.

Internal Branding Events

Internal branding occurs when a business concentrates an event on its employees. Marketers know that when a company's employees support it inside, the brand is enhanced outside. Internal branding for staff is required for this reason. The personnel develop a brand image and operate according to the company's core principles. In reality, a company's reputation is created from the inside out. The brand values of an event business are acted upon by its personnel, whether they are aware of it or not.

So, the employer must provide the employee with a clear image of the company's guiding principles and objectives. In order to be successful and practical, the organization should communicate the appropriate brand connotations throughout the internal branding event. Corporate identity is used for internal branding. A brand's corporate identity defines and enhances it. The identity, in this case, refers to the self-presentation and behavior of an enterprise that is strategically planned, operationally implemented, and based on the company's entrepreneurial philosophy, long-term commercial aim, and a particular intended image. The event's intended impact and the company's brand should complement one another.

Brand-specific Events

Brand-specific events are ones that the financier and organizer both have complete control over. A brand-specific event aims to transmit connections that are important to and wanted by the customer as precisely as feasible. For instance, Red Bull, an energy drink manufacturer, sponsors several brand-specific and exclusive events. Red Bull's brand positioning is amply made known through these events. The Red Bull Air Race World Series, Red Bull Racing, Formula 1 team, and Scuderia Toro Rosso are the organizations hosting the races. By purchasing Minardi Team and Jaguar Racing, Red Bull company actively participated in Formula 1.

Moreover, the business owns three soccer teams: MetroStars, an American club currently known as Red Bull New York; Red Bulls Salzburg, a team that competes in Austria's top division; and SSV (Red Bull Leipzig), a squad that competes in a lower division. A "brand extension" method includes expanding a brand into new markets, target demographics, and user contexts while keeping the brand name. Brand extensions are used to create innovations.

It operates under the tenet that because the brand is already well-known among consumers, it is likely that new logical items will be approved. With the brand expansion, the risks are less, and the marketing and communication expenditures associated with releasing the new product are not as significant. The brand's positioning is made more evident by the expansion as well. As a result, it is also a technique to build brand equity, and brands may find this method quite appealing.


In conclusion, the company's role as a brand meaning maker is crucial in shaping consumer perspectives about its brand. Companies must create a unique brand identity that sets them apart from their competitors and conveys their values and purpose to consumers. Consumer perspectives on brand meaning are shaped by their experiences with the brand and their opinions about a company's reputation, social responsibility, and perceived values.

Companies must consider consumer perspectives and use compelling storytelling to build brand meaning. Additionally, they must be open to customer feedback and be willing to adapt their brand.

Updated on: 30-Mar-2023


Kickstart Your Career

Get certified by completing the course

Get Started