Original Article @ Veretekk Internet Marketing Asia
Marketing Your Business
Advertising
The very first key role of advertising and branding is generating awareness and recognition of a certain product or service. The second most important thing is to actually condition the minds of consumers as to what image you would want them to associate with the product, whether its cheap, durable, dependable, etc. This is the intrinsic value of advertising and branding and can be a little harder to determine. For example, if you mention toothpastes, what brand would first come to mind to consumers? Or if you ask for a most wonderful vacation hotspot, what would be the first word they would be likely blurt out? This does not necessarily mean they have actually been to that particular place, its their perception of the place for what they have seen and heard that made them believe its actually the top choice. I can still remember some adverts from my childhood such as Smash.
However, on the other side of the coin, once having established a very strong and powerful brand name, companies will find it hard to step away from its shadows. If in the future, the company would want to project a new image, or take on a different market position, it can be a difficult task to veer away for the identity that have been established. This would take another series of powerful marketing effort to transform the image of the product. It all whole new ball game, and a very expensive one at that. This is the beauty of advertising and branding. It is certainly the most powerful marketing tool that can make or break a company.
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