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In short, marketing aims to promote products and services with a view to profit, while branding aims to generate value and credibility for the brand.

In this scenario, while marketing aims to generate sales of products and services, branding aims to associate the brand's presence with people's best moments. The combination of the two strategies is responsible for winning over and retaining customers.

It works like this: marketing, through its various communications and persuasive actions, has the function of awakening the consumer's desire. To do this, it uses online and offline means of communication. The branding stage is responsible for fixing the brand in the public's memory as something of value.