Marketing and branding, two of the most commonly used words in the contemporary world, are undoubtedly closely linked one to the other, but the importance of branding for successful marketing is required to be measured in terms of the question. In fact, various people have different ideas about marketing and branding. For most people, or clients, the two are normally combined in their minds, if not equal. For example, people might cite Apple as the answer to the two questions “what is good branding” and “what is successful marketing”. In fact, these are two separate academic subjects, and branding is apparently just one of many marketing activities. However, consumer perception could be a good guide to answering the question. In the remainder of this essay, the importance of brand image and brand loyalty will first be discussed in theory, and a more in-depth analysis will be made separately, supported by examples. of Virgin Atlantic Airways. Finally, a conclusion will be given. In general, there are many definitions of marketing because it involves various characteristics, and the one below concludes the main factors: “Marketing consists of individual and organizational activities that facilitate and accelerate satisfaction. exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas. (Dibb et al 2001, p1) According to this, it is evident that the objective of marketing is to satisfy customer demand through those "individual and organizational activities" like promotion or pricing of products, which are only means to achieve this. Additionally, organizations could stand out from their competitors if they meet customer needs better than others. Thus, it can be said that successful marketing is about providing competitive advantages to organizations by better satisfying customer desires through products and other marketing activities. The product is at the heart of marketing, which includes tangible goods like food, drinks or intangible services. , because it is the main way to embody customer requirements; and the brand is directly associated with it. In fact, branding is primarily about product decisions, such as brand names or trademarks. Stork (2007) stated that a brand is a unique commercial identity that represents the personality, quality or origin of products. And, such a product whose value added by branding would appear in each marketing activity, namely, branding actually reacts on the entire marketing system, directly and indirectly..