|
|
|
|
|
|
|
|
|
Content Tip
|
|
|
|
| |
Write
Articles to share your ideas, views and experiences.
|
|
|
|
|
|
|
Can Advertising Alone
Make a Brand Successful?
Advertising occupies a vital position in the promotion mix of any brand. I
am not going to reiterate the
Importance of Advertising or the
Role of
Advertising Agencies in promoting a brand as I have talked about it in
many of my previous
articles on Advertising.
We know that advertising is
very useful and a highly regarded marketing, brand building and promotion tool. No one can deny it!
However, what gets me thinking today is the question – Can advertising
alone make a brand successful? Agreed – advertising campaigns create a positive impression of the brand
in the minds of the customers, makes them realise their inherent need for
a product, arouses their interest in knowing more about the brand and even
pushes them to try out the advertised product. However, once a new brand /
product has been launched in the market through effective advertising and
the customer has purchased it, a lot more is needed to keep the customer
loyal to the brand (& its other products) and convince him /her to continue using it than just
heavy expenditure on advertising.
|
|
Customer Perception of Brands
Most Companies today manufacture a diverse portfolio of products that
they sell under one brand name. It is often seen that if a customer is
dissatisfied with one product of a brand, he / she is most likely to
avoid buying another product of the same brand. This is a warning sign
for all Companies.
No matter how much you spend on advertising, once you lose the trust
of a valued customer, no amount of fancy advertising and brand
building can persuade them to try out another product of yours. I am
speaking by experience!
|
I recently purchased a
television of a well known brand and in a span of two years from its
purchase, I encountered several problems with the TV – some to do with its
picture tube while other problems related to its picture display and power
supply. To add to that, my experience with their customer support people
wasn’t much to talk about as well, as I tried to arrange for a timely
engineer visit.
Needless to say, I
vowed to myself never to buy any other product of this brand. Even now,
when I see their full page ads in the newspaper, I wonder why they would
choose to spend so much money on advertising instead of paying attention
to the quality of products they are shipping out to their customers and
the quality of their services!
According to me,
here are just some of the essentials any manufacturer / advertiser /
Company should pay attention to if
they want to make their brand truly successful for a long time to come and create a loyal customer
base -
|
|
-
Pay attention to the
quality of your products. Make sure that sub standard or defected
products do not reach your customers.
-
Before spending hugely on advertising, consider checking the quality
&
dependency of your dealers. After all, your dealers represent your Company
and if they are not trustworthy, what kind of an impression does
that create for you?
-
Hire such customer support people who know their job well and try to
solve the customer’s query quickly and effectively.
-
Care for your
customers and they will stay loyal to you.
|
Companies need to realize that lack of proper and timely customer help and
support will actually tarnish their name across their entire product
range.
Contributed By :
Akanksha is a
freelance content writer. An Advertising graduate, she writes Research
based Articles on topics ranging from content writing, travel, home
improvement etc.
akanksha.sinha@gmail.com
Content
Writing Services, India |
Contribute Advertising
Articles
|
|
|
|
