Klien (2000) and Sidibe (2020) had different opinions on the function of marketing. According to Klien (2000), while discussing the role of marketing, it is useful to go back in time and examine where the concept of branding originally emerged. Even though the terms are sometimes utilized indiscriminately, marketing and advertisement are not the same things. Marketing a specific product is merely one component of branding’s overall strategy, as are sponsorships and trademark registration.

Klein shares his thoughts on marketing, and his strategy focuses on the effectiveness of creating a brand rather than products. Klein goes on to give a multitude of instances of firms that have achieved success via brand building. Nike, Tommy Hilfiger, and Starbuck are examples of such companies. As per Klein (2000), branding is vital, and the development of a brand that people can readily connect with affects a company’s performance. Klein believes that excellent advertising comprises the component of branding and the construction of a brand, followed by establishing a reputation.

Sidibe, M. (2020) had views about how brands help create motivation and break prejudices via business advertisements, ensuring that minorities and individuals with disabilities are respected in all sorts of jobs. This entails selecting phrases and visuals that represent the realities of many of the presented populations, whether they are gendered, ethnicity or LGBTQ+,

The following were similarities in the views of both Klien, N. (2000) and Sidibe, M. (2020) about marketing functions. They asserted that a company starts with the consumer and their wants rather than with a trademark, a raw resource, or a marketing ability. Given the consumer’s demands, the business grows backward, initially focusing on the actual supply of satisfaction of customers. Then it returns to generating the products that enable this fulfillment to be attained in proportion.

They both agreed that product development is an essential factor in product sales. The firm whose products are better and much more appealingly created sells more than the business whose layout is poor and unappealing. In this sense, the existence of a unique design provides a firm with a competitive edge. It is critical to note that preparing a plan for a product is not enough; rather, it is more vital to develop it continually.

In conclusion, Marketing roles are the methods or instruments that enable a firm to execute its plans via the brand management structures it has selected. For instance, if a firm’s competitive edge is elevated goods and services, the most significant marketing activities may be product design and constant client engagement.