The most successful brands envoke emotional responses from loyal customers.
Branding is a broader concept than advertising. Branding involves the entire process of building a brand and establishing its uniqueness within the marketplace over the course of time. Advertising is one of the main tools used by companies to establish their brands. In essence, advertising helps create branding.
Brand Definition
A company's brand includes its symbols, slogans, phrases or other items that are commonly associated with a particular company and its products. When people see the names and symbols commonly connected to a particular brand, they have thoughts or feelings about the brand's meaning. Company's use advertising as part of the process of trying to create a certain brand image. Some companies want an image of top quality, while others establish brands known for such things as value, low-cost or environmental consciousness.
Branding Definition
Branding begins at the onset of a new business concept when company founders select the name and symbols that will become connected to their brand. Something as simple as picking a name can have long-lasting implications on success or failure of branding. Advertising is used to convey to targeted consumers or businesses that a brand and its products are unique and distinct in a way that benefits them more than competing brands and products.
Role of Advertising
Advertising is an integral part to building and maintaining a successful brand. Among the first goals of advertising are creating brand awareness and promoting brand recall. Advertisements include catch jingles, slogans, visual imagery and copy designed to impact audiences with a strong and memorable message about a company's brand. Communicating messages about your brand is part of the process of enticing customers to your business and developing customer loyalty over time.
Creative Branding
Creativity is an important component of effective brand building or branding. In fact, creativity is sometimes referred to as the "soul of branding." Creative advertising messages includes unique concepts, abstract ideas and effective mixing of color, sound, visual effects and copy, depending on the media used. Some top companies have managed to build successful brands with advertising despite the challenge of selling products that are often uninspiring or plain. Creative advertising can give greater meaning to a company than just the products or services it sells.
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