Brand Management Essay Example | Topics and Well Written Essays - 750 words

Brand Management - Essay Example (Ehrenberg & Scriven, 1997) Brand users comment that the brand â€Å"tastes nice† than the non-users would say. But a popular brand has more users than a not-so popular brand. Therefore more people say that it â€Å"tastes nice† for popular brands than the not-so popular brands. The belief of â€Å"brands are brands† is supported by many ads, for example, ads create ‘attention, impact, memory traces for the brand’ but not because they are persuasive. Advertisements are used to remind people of the brand, or that such brands are still in existence or leading in the market, but ads are not used to persuade consumers to buy. Brand advertising is a creative way of informing the public but it is made not to persuade customers to buy or differentiate it from other brands. There have been only a few advertisers who do it as a way of persuasive inducements to buy the brand. When Coca-Cola advertises, it demonstrates how refreshing the soft drinks but not made to persuade to buy because it has always been a popular product bought for its refreshing taste. That is the way of publicising or informing its loyal customers. But the customers are knowledgeable people; they already know the taste of Coca-Cola and don’t need to be persuaded to buy because they already are loyal customers. An example of advertising as publicity is when a firm announces new innovations – a price cut or a new brand. But most of the time, advertisements are about issues which the ad elaborates and that the public already knows. Known brands such as Coca-Cola or Nike advertise some information to millions, even billions, of consumers around the world and yet the consumers already know what the advertisements mean. This form of advertisement is known as standard advertisement; meaning it is the same advertisement in any country. The belief that advertising is a form of persuasion is very common in the United States advertising