How advertising and promotions contribute to building brand equity

Global Brand Management

Table of Contents
How advertising and promotions may contribute to building brand equity?..................................3
Discuss the Brand personality Framework......................................................................................5
REFERENCES................................................................................................................................8

How advertising and promotions may contribute to building brand equity?
Brand equity can be defined as value premium that an organisation generated from a
product that has a recognisable name compared to its generic equivalent. In other words brand
equity also refers to impact that a brand name has in Minds of consumers and the value of a
brand that make it identifiable (Hilman, Hanaysha and Ghani, 2017). Brand equity has several
importance for organisation and some of them are reputation and reduced spend on
advertisement and enhanced value of a brand and competitive advantage. Advertisement and
promotions are very important that contributes in building brand equity for an organisation.
Advertisement is about communicating value that a brand and its product provide to its target
market and promotions are concerned with communicating message of organisation without
paying for space in media channel. In some cases promotions are also paid and organisations
have country complete control on their message and content that is used for promotion.
Contribution that advertisement and promotions have in building brand are-
Creating awareness
Creating awareness is concerned with informing customers about existence and value of a
product. This means that in order to create a brand equity it is very important that customers are
aware that a particular brand exists in market and what value it provides to its customers.
Advertisement and promotions play a very important role in creating awareness about existence
of a product and how it can be valuable for its customers. There are several platforms from
where organization can inform them about their existence and their value. Traditional forms of
creating awareness include television advertisement print advertisement and advertisement
through radio. These forms are useful for creating awareness in audience and target market.
However there were certain limitations which has been reduced and eliminated because of
modern digital marketing advertisement and promotional platforms. This means that now
organisations can create awareness about their existence through several platforms like social
media channels digital channels and internet marketing (Loureiro and Kaufmann, 2017). This
also created Omni Channel Marketing where brand can easily communicate with the market that
they target rather than communicating in general.
Creating brand image