Branding is not image-building unrelated to sales.
When people hear "brand," they often think of logos, design, worldview, and image. These are certainly important components. But DZ does not see a brand as merely an image. To DZ, a brand is selling power.
"I can trust that company's products." "I know I can rely on that company." "I would choose that brand even if it costs a little more." The power to inspire those feelings is a brand.
Companies with established brands can sell more easily.
When a corporate brand is not established, each new product or service requires extensive explanation and persuasion. Can I trust this company? Is this product really good? Will I regret buying it? Prospects must make their judgments from scratch every time.
But accumulated trust in the company changes the situation. "That company will be fine." "The last product was good, so I can expect this one to be good too." "It is a trustworthy company, so I will ask for advice." In this way, a brand helps sales.
Branding is therefore not separate from advertising effectiveness. Rather, it is an important initiative for increasing future response.
Response advertising and branding are connected.
Response advertising is needed to create today's sales. Branding is needed to create tomorrow's sales. They are not separate things.
Good response advertising generates sales while building trust in the company. Good branding enhances the company's impression while making the next response easier to generate.
That is why DZ considers response advertising and branding together: create advertising that sells while nurturing a corporate brand people continue to choose. This is DZ's response branding theory.