Ganda hai par dhandha hai: Marketing: BRANDING Vs ADVERTISING

Marketing includes N-number of functions like sales management, branding, Public relations, Advertising, Customer care etc.

Branding and advertising do they work simultaneously ?

Which is more important and why?

Advertising: Promote yourself with all your value added features

Branding: Recognize one product/brand by others (customers) on the basis of logo, name or symbol.

In case of Airtel ads like “dadu chess wala” emphasize on emotional feelings of Indians and importance of proper communication. At this point of time company pushing its product to customers while in case of branding customers recommendation, acceptance, attachment with the company from customers side.

Advertising play a crucial role in brand building, if we take an example Sprite its advertisement click the market for it otherwise its bit difficult for any new product to set its image in customer’s mind especially when colas are on everyone tongue.

Another example BINGO, when it was launched in april-may this year nearly 90% market was captured by Frito Lays and its first time for any Indian company to launch on national level with 32 variants, but that the advertising which generates the eagerness among customers about BINGO. & many more

Now I am contradicting my point that advertising not always required to establish yourself. There are very few examples are there like ARAVIND EYE HOSPITAL, Private labels and (now) cigarettes & liquor etc (right now I am unable to recall other brands which established without advertising ). Even today when mass media advertisement are banned for cigarettes & liquor they are enjoying the same brand equity. The medium of maintaining its equity is buzz, creativity and much more.

Today, Brand Managers are trying to reinvent themselves and discover for themselves new paths to tread. Just imagine for yourselves that a massive mass-media purge has just occurred. A selective atom bomb has decimated every form of mass-media advertising for you. How would you approach your prospect consumer?

The answer will dawn on you then... ... .in many a creative format.

There certainly is life after death! Life after the death of mass-media advertising for your brand!

Have a check out the video link and imagine the innovative concepts applied by Virgin airways, IKEA & VODKA….

http://www.adage.com/video/Player?spotId=1288&instanceId=&startId=&
PageDate=&PageTitle=',578,500

Innovative ideas, creativity leads advertising agencies to think beyond traditional periphery of ads to maintain unique image among your customers.

To check out your creativity, can you create an one minute advertisement to promote parker pen

Conditions: No celebrity endorsement, cheapest, original ….

RIGHT NAME IS GOOD WAY TO START

IS ADVERTISEMENTS ITSELF THE USP?

BRAND PERIODIC TABLE

ADVERTISING & ITS NEGATIVE RECALL

LACK OF SWITCHING EFFECTS IN ADVERTISING