Marketing is the practice of tacticians, branding is the practice of strategists.
Marketing may raise visbility of a company, but the brand is bigger than any particular marketing effort. The brand is not only when prospects SEE your brand, but what they UNDERSTAND about it.
Branding is what remains after the marketing has hooked the prospect. It is the connection and value a buyer assigns to your solution and whether or not, they understand what makes it superior.
Brand strategy determines if your taget audience will become a loyal client. Marketing tactics may convince your prospect to demo your technology but it is the brand that will determine if that buyer converts and remains loyal to your company or continues comparing similar options.