Brand management in advertising

Objectives The 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 literature For 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

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.

Methodology For 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 and competes 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.

Conclusion Therefore, 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.