The Impact Of Advertising On Brand Power

Brand building through corporate advertising, defined generally as advertising that benefits a company?s image by emphasizing its own resources, skills and/or character, was once an academic concept only rarely understood or consciously applied. Many astute business people now recognize corporate brands as fundamental business assets, and have begun reaching out to customers, prospects, and the financial community by advertising those brands. Advertising placement is as important as advertising spending. To generate real power, ads must target potential consumers of your product, or those who might influence your corporate reputation. Who are those people, and where are they likely to see the ads that you carefully create and support with hard-earned, and sometimes scarce, marketing dollars?

Provided by: Corporate Branding Topic: Date Added: Jan 2003 Format: PDF

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