Role of Advertising in Brand

Building

Brand, Brand Image & Brand

Building
Brand refers to name, term, symbol or
design that is used to identify a product
and differentiate it from competitors.
Brand image is a mental picture or
perception of brand in the minds of the
consumers.
Brand building involves developing brands
core values in the minds of target audience.

Methods of Brand Building

I.

Advertising related factors:

1. Creativity in advertising

2. Brand Ambassadors

3. Media selection
4. Media scheduling strategy
5. Symbols

6. Sponsoring of events

7. Size/length of ad
8. Humour in advertising

II. Non-advertising related factors

1. Distribution
2. After sales service
3. Product performance
4. Price
5. Company
6. Packaging