The amount of traffic exposure does not represent the real influence and reputation of a brand. Instead, brand marketing requires strategic thinking. Thus, corporate brand marketing requires long-term efforts to establish and grow the relationship between brand and consumers.

The difference between branding, public relations, marketing and advertising

First of all, branding, marketing, public relations, and advertising belong to marketing. Although their focus is different, the fundamental purpose is to bring sales growth to the business.

When we look at branding as the ultimate goal, then marketing, public relations and advertising will be the means to the end. The role of a brand is to shape the development prospects of consumer groups or companies, which help companies to create an image, and set a long-term goal. Success depends on the synergy with the market, public relations and advertising to create a company with a strong brand.


The creation of a brand includes brand name, logo, slogan, tagline, guiding values which represent the business. Brand operation is to help businesses to bring in customer growth and maintain a positive corporate image. Brand operation is generally done through official social media channels such as WeChat, Weibo, Douyin, Xiaohongshu, Zhihu and other platforms; while overseas enterprises are mainly based on Facebook or Twitter. Besides, social e-commerce traffic is generated through Taobao,, Douyin, Kuaishou, Xiaohongshu or WeChat private domain.


Dr. Philip Kotler defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential.

After the rise of digital advertising, marketers need to understand their target consumers and have the courage to experiment with emerging digital advertising channels and new forms of communication.

Public Relations

Public Relations involves communication with the market to raise awareness of the business, build and manage business reputation besides cultivate relationships with consumers. In other words, public relations focuses on promoting awareness, attitude and consumer behavioral change. 


In the past decades, traditional media has encountered a strong impact from social media platforms and the Internet, which has also led to more diversified media channels for brands to advertise. Today, even with unprecedented changes in media and channels, advertising is still a challenging job that requires insight and creativity to touch people’s hearts.

In conclusion, the boundaries between branding, marketing, public relations, and advertising are becoming increasingly blurred and will eventually integrate with each other especially in social media communication.