BRANDING AND MEDIA MARKETING: A STRATEGIC TOOL INFLUENCING MODERN CONSUMER CONSCIOUSNESS

Abstract

This article analyzes the processes of branding and media marketing, which constitute the most crucial components of modern marketing strategies. Through the experiences of major companies such as Starbucks, Sunkist, Coca-Cola, Apple, Harley Davidson, Virgin, and others, the article demonstrates that a brand holds not only economic value but also significant psychological, social, and emotional positions in the consumer's mind. The formation of a brand, the role of advertising and public relations tools, brand loyalty, the consumer’s gains in terms of time and trust, as well as the brand’s impact on social responsibility, are all discussed. Furthermore, the article emphasizes that to create a strong brand, all processes—from the internal environment of the company to external communications—must be carried out in harmony. A brand is not merely a product; it is a trust contract established with the consumer.