Is Advertising Effective In Brand Building?

Topics:
Brand Management
Tags:
Advertisement,
Brand,
Branding,
Interbrand,
Marketing
Source:
Interbrand

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Overview: A brand is a set of promises delivered to a customer in the form of product attributes. It takes painstaking marketing effort over time to create a brand. Through intensive advertising over the years, a product is transformed into a brand when it develops certain hard-core associations with the target audience. However, some studies argue that advertising is not that effective in brand building. The paper examines this paradox.

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Format: HTML | Date: Jan 2003 | Pages: 1

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