The May 18 edition of Advertising Age dedicates considerable space to the topic of branding. Element Three’s definition of “branding” is tactics to communicate a brand’s unique positioning. And according to Advertising Age, a brand advertising revival is underway. Marketers from companies like FedEX, General Electric, and IBM have recently launched branding campaigns. Dial is also planning a record spend around five of its leading brand name products. Despite the temptation to slash budgets and hang on to dollars in the current climate, this activity signals a return to a strategic investment in marketing by some who recognize the value of brand communication in relation to market share.
Personally, I take this as a good sign that the wait and see position of the first and second quarters is starting to give way to positive activity. A brand’s equity is a valuable asset and needs to be managed even in the most challenging of times.
Guest posted by Judy Knafel
Personally, I take this as a good sign that the wait and see position of the first and second quarters is starting to give way to positive activity. A brand’s equity is a valuable asset and needs to be managed even in the most challenging of times.
Guest posted by Judy Knafel
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