Evaluate the contribution of advertising to brand development

This essay will attempt to evaluate the contribution that advertising has on brand development. It will firstly do this by explaining what a brand is, and  how the development of  a brand starts with the different  process of advertising. It will highlight the different forms of advertising mechanisms such as promotion, public relations and direct marketing, companies use to communicate the value of the brand

by using different forms of advertising to reinforce brand associations for their consumers everyday needs and export a certain lifestyle. I will also consider how in order to understand the context and the roles of brands it is also important to clarify consumers buying behaviour with the rise of new technology with the, emergence of new media and interactive technology  like video TV available on mobile phones, sms txt message, the world wide web has given rise to the efforts to individualised communication

  According to Williams a brand is “ A brand is a combination of names, slogans, logos, product design, packaging, advertising and marketing that together give particular products or services a physical, recognisable form. But this is not all. Brands also have a cerebral dimension, which is the reputation they enjoy in the minds of the consumers. Brands must engender trust and loyalty if they are ultimately to be purchased. A brand therefore, is a business strategy to encourage us to consume one product over its competitors, and it is a sign loaded with meaning that we choose to consume because we feel we relate to it.” (Williams, 2000,7) This definition highlights the importance of brand management. Branding is about creating ‘value’ both for the company and for the customer. This value stems from the product and services that companies create and bring to the market, but extends further to encompass added value derived from factors such as emotional, status benefits.

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  In essence the main advertising mechanisms which are used to develop the development of a brand as Hugh Davidson notes in Harts book ‘ The Practice of Advertising’…’The process of balancing the company needs to profit against the benefits required by consumer, so as to maximise long-term earnings per share’ This suggests that the development of a brand is established through the way that it is marketed to the consumers. He further argues this point that in order to market a brand; it is the job of the advertiser to:

  1. Develop strategies, which aim to meet the ...

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