Branding Essay

1973 WordsAug 28, 20138 Pages
Role of Advertising in Brand building Strategic Brand Management Role of Advertising in Brand building  Role of Advertising in Brand building Strategic Brand Management Index  1. Brand and Brand building Definition of brand and their significance 1. Brand and Brand building According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or a group of sellers and to differentiate them from those of the competition.” But today brands are a lot more than this definition suggests. Brands not only serve as means of competitive differentiation but they are an essential element of sustained competitive advantage. Successful brands have always conveyed a sense of uniform quality, credibility and experience. All these are intangible in nature but today brands have surpassed the domain of intangibility. They have gained an immense value in business realm. Companies are realizing this value and they are putting this value on their balance sheet. Even nonprofit organizations have embraced the idea of brand. Every other day we have examples popping up where companies put large value on a brand. When Tata motors bought Jaguar and Land Rover from Ford, they paid a hefty sum of $2.56 Billion for the brand. Since then, the brand value has soared up by around 200%. in modern business environment. Brand building process and requirement of marketing communication for brand building. 2. Advertising as an important marketing communication tool. Advertising & Brand salience; Advertising and Brand Performance; Advertising and Brand Image; Advertising and Brand Judgment; Advertising and Brand Feelings; Advertising and Brand Resonace 1 Role of Advertising in Brand building  Similarly when Craft bought Cadbury, they didn’t

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