Monday, December 21, 2009

Can Advertising Alone Make a Brand Successful? - New Advertising Article on

Can Advertising Alone Make a Brand Successful? - New Advertising Article on

Advertising occupies a vital position in the promotion mix of any brand. I am not going to reiterate the Importance of Advertising or the Role of Advertising Agencies in promoting a brand as I have talked about it in many of my previous  articles on Advertising. We know that advertising is very useful and a highly regarded marketing, brand building and promotion tool. No one can deny it!

However, what gets me thinking today is the question – Can advertising alone make a brand successful? Agreed – advertising campaigns create a positive impression of the brand in the minds of the customers, makes them realise their inherent need for a product, arouses their interest in knowing more about the brand and even pushes them to try out the advertised product. 

However, once a new brand / product has been launched in the market through effective advertising and the customer has purchased it, a lot more is needed to keep the customer loyal to the brand (& its other products) and convince him /her to continue using it than just heavy expenditure on advertising.

Customer Perception of Brands : Most Companies today manufacture a diverse portfolio of products that they sell under one brand name. It is often seen that if a customer is dissatisfied with one product of a brand, he / she is most likely to avoid buying another product of the same brand. This is a warning sign for all Companies.

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