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Effective Brand Management
Member rating: No Rating | Words: | Submitted: Fri Jan 28 2005
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Effective Brand Management Our view of brand advertising is that it mostly serves to publicize the advertised brand. Advertising seldom seems to persuade. Advertising in a competitive market needs to maintain the brand's broad salience--being a brand the consumer buys or considers buying. This turns on brand awareness, but together with memory associations, familiarity, and brand assurance. Publicity can also help to develop such salience. This publicity view of advertising should affect both the briefs that are given to agencies (e.g., that cut-through is more important than having a persuasive selling proposition) and how we then evaluate the results. BRAND ADVERTISING seems to work mainly by creatively publicizing the brand, without trying to persuade people that the brand differs from other brands, or is better or best. Fairly few advertisements actually feature potentially persuasive inducements for their brand. Nor do they usually appear to change people's opinions. Three...
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