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Brands & Ads

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Steve Raybould
Steve Raybould

How advertising communicates some key characteristics of the branding process

Business
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Brands and Communications Objectives
How advertising creates, build and maintain brands.
Communication objectives: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Here are some examples:
Differentiation ,[object Object],[object Object],[object Object],[object Object]
Consistency ,[object Object],[object Object]
Recognisability ,[object Object]
Ubiquitous ,[object Object],[object Object],[object Object]
Market dominance ,[object Object],[object Object],[object Object]
Trust ,[object Object],[object Object],[object Object]
Value ,[object Object]
Customer self identification ,[object Object]
Brand personality ,[object Object],[object Object],[object Object]
Personal relationship ,[object Object]
Some branding milestones
Coca Cola invents Father Christmas
Silk Cut: the product that does not need to say its name
Benson & Hedges: the customers’ favourite advertiser
Absolut Vodka: the best pack shot in the world
Celebrity endorsement:Nike does it best
Stella, still reassuringly expensive

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