Brand Management in Advertising

8/4/2019 Brand Management in Advertising

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Brand management in advertising

ObjectivesThe need to convey brand image to target market is fundamental marketing activity. The

need to present normative framework, termed brand concept management for selecting,

implementing, and controlling advertising image, framework consists of sequential

process of selecting, introducing, elaborating, fortifying brand concept. The concept

guides positioning strategies, brand image, in every stage, maintaining concept-image

linkage depends on whether brand concept is functional to advertising activities as the

latter should significantly enhance brand's market performance.

To recognize levels of marketing imagery advertising is identified as one of the principal

components of image creation. The question of how advertising affects consumer

behavior represents one of the most complex and intriguing aspects of understanding in

marketing. While it is convenient to describe two broad schools of advertising effects

and consumer behavior based on the cognitive and behavioral approaches to consumer

decision making, it is obvious that dichotomous view can hardly be expected to explain

the panorama of consumer decision-making situations.

Review of literatureFor the research, several authors will examine emergence of brand positioning

strategies in advertising that parallel the growth of the global marketplace, global

consumer culture positioning will be proposed, operationalized as well as tested,

associating brand with advertising symbols as believed to constitute emerging global

consumer culture. Research study will support validity of new construct and indicate that

meaningful percentages of advertisements employ brand value as opposed to

positioning the brand as member of local consumer culture or specific foreign consumer

culture. Identification of management as positioning tool suggests one pathway through

which certain brands come to be perceived by consumers a global and provide brand


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managers with strategic direction in the multinational marketplace

(1999). Furthermore,advertising models relate product sales to advertising spending for

market as whole. Although many models have been built, frequently contradict and

considerable doubt exists as to which models best represent advertising processes. An

increasingly rich literature of empirical studies helps resolve these issues by revealing

major advertising phenomena that models should encompass, sales responding upward

and downward at different rates as well as steady state response that can be concave

and can have positive sales at zero advertising; sales affected by competitive

advertising and advertising dollar effectiveness that can change (1979). Thus, advertising has central role to play in developing brand image, whether at the corporate, retail or product level.

It informs consumers of functional capabilities of the brand while simultaneously imbuing the brand with symbolic

values and meanings relevant to the consumer, functions of advertising closely parallel the informational and

transformational schools of advertising effects and theories on the central and peripheral routes to consumer

persuasion as unlikely to represent reality of consumer choice in that brand image is likely to be formed by the

simultaneous absorption of advertising messages based on both the functional and expressive capabilities of brands.MethodologyFor methods, descriptive and case analysis applies such as examining effects of brand

strategy on new product advertising, advertising efficiency as well as the degree to

which these effects are moderated by characteristics of the brand, product to which it is

extended, market in which that product competes that brand extensions capture greater

market share and realize greater advertising efficiency than individual brands. The

strength of brand is related positively to the market share of brand extensions but has

no effect on advertising efficiency. Neither the market share nor the advertising

efficiency of extensions is affected by the number of products affiliated with the parent

brand. The relative effect of brand extensions on market share is not moderated by the

degree of similarity between the extension and other products affiliated with the brand.

To measure advertising efficiency effects are elevated when similarity is high, but only

when it is based on intrinsic attributes. Market share and advertising efficiency effects

are elevated when the extension is composed primarily of experience attributes andcompetes in markets where consumers have limited knowledge of the product class.

The competitive intensity does not moderate advertising efficiency effects, market share

effects are elevated when the extension competes in markets comprising few

competitors. Finally, both market share and efficiency effects diminish as the extension

becomes established in the market.


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ConclusionTherefore, brand managers in packaged goods firms are under pressure to increase or

maintain high sales promotion spending at the expense of media advertising,antecedents and outcomes of brand managers advertising and sales promotion budget

allocations by adopting a bounded rationality perspective, brands with higher budget

allocations to advertising, relative to sales promotion, tend to have favorable consumer

attitudes, stronger brand equity, higher market share increases and profits. Managerial

implications and areas for research will be discussed and must join better models with

more powerful calibration methods.

Documents

Brand Management in Advertising