Marketing

Role of Advertising in Brand Building

Brand and Branding

A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product. Advertising professionals work on branding not only to build brand recognition, but also to build good reputations and a set of standards to which the company should strive to maintain or surpass. Branding is an important part of Internet commerce, as branding allows companies to build their reputations as well as expand beyond the original product and service, and add to the revenue generated by the original brand.

Brand Building and Advertisement

Brand building is just not a one off exercise. It is important to continuously track brand appeal and brand image with targeted consumers. As a brand manager, one should keep relooking at all aspects of the brand to keep it relevant and attractive. The end purpose is to attract and retain customers and this is where advertisement plays an important role to keep the brand relevant and top of the mind of the consumers. Advertisement helps in building brands in the following ways

* Building Brand Salience: Top of the mind recall through aided awareness

* Building Brand Appeal: Increases the frequency of trials by new consumers and reinforces usage by existing customers

* Building Brand Imagery: Imbues the brand with symbols and values relevant to the customer

Building blocks for Brand Building Advertising

How does Advertising work?

The classical hierarchical model of advertising is as follows:

Conviction

Preference

Liking

Knowledge

Awareness

Purchase

Another model is...