Give a thought to how advertising harmonises a sort of relationship between lifeless brands and human beings. More or less, advertising can also be considered as a symphonic tool of brand marketing. With a goal to provide a memorable appeal to customers, every single ad about a brand or service is symphonised with a lyrical [...]
In the name of brand promotion, advertisers adopt a wide range of marketing tools amongst which advertising is one. The particular purpose of the brand promotion is framed as an advertising message and conveyed to customers who have spending capacity to buy the particular brand. Unlike other tools of marketing, advertising formidably connects brands and [...]
Any Outdoor Advertising campaign is more or less a win-win situation for brand owners but how? We will have a look into how advertising your brand through outdoor medium is helpful and worthy thereby providing multi-benefits for your brand. To begin with, let us first of all emphasise the viewpoint from the perspective of the [...]
Customer Based Brand Equity – A Pragmatic Approach Dr.K.Krishnakumar, Lecturer in Commerce, Periyar University, Salem – 636 011 Introduction In the new era of a globalized market place, brands are key drivers of economic values of a corporation. In the new emerging business scenario, brands offer the capacity to add value which is [...]
A great brand name is one of the most important assets of a company1. It conveys the brand identity, it tells people what the company does and why it does it better than others, and it gives space for creative design and communication developments. Indeed, a great brand name tells a story about your business, [...]
It might be almost blasphemous to talk about letting go of old brand equity and laying an old brand to rest, but there are times when change is needed. Reformulating and re-designing, or even overhauling an old brand can be a wise decision. If sales are flat and show no sign of growth, you’d better [...]
Branding is a hot topic in marketing these days, but it’s defined in different ways and looked at from different angles. There are many components that make up a brand, and we call each component a Brand Layer. Here are our definitions of some of the most important Brand Layers: Brand Foundation [...]
PRODUCT BRANDING This is of the type one-brand one product. In terms of customer perception and information processing, the most effective way to designate a product is to give it an exclusive name, which would not be available to any other product. In the product branding strategy the brand is promoted exclusively so that it [...]
