What is the most powerful function that advertisement performs today? What is advertising and communication in today’s world?
Advertising bears the burden of building brands.
What is brand building? How does advertising build a brand? By taking a simple product, what does advertising do to build it into a powerful brand and how does advertising do this?
Let us first understand what is a brand. A brand is a consumer’s idea of a product. This is a quote from the doyen of advertising – David Ogilvy.
Let us take a deeper look at the brand.
|Product |Brand |
|Exists on the shelf |Exists in the mind |
|Made of raw ingredients |Made of feelings & emotions |
|Belongs to the manufacturer |Belongs to the consumer &n ...