Advertising Alone Make a Brand Successful?
occupies a vital position in the promotion mix of any brand. I am
not going to reiterate the
Importance of Advertising or
Role of Advertising Agencies
in promoting the 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
and make them realise their inherent need for a product. It also
arouses their interest in knowing more about the brand and 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). Heavy
expenditure on advertising is not enough to convince him /her to
continue using the brand.
Customer Perception of Brands
today manufacture a diverse portfolio of products that they
sell under one brand name. If a customer is dissatisfied with
one product of the brand, he / she is most likely to avoid
buying another product of the same brand - 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 from experience!
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.
Adding fuel to the fire was my experience
with their customer support people which wasn’t
much to talk about as well, as I tried to arrange for a timely
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 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 -
to the quality of your products. Make sure that substandard
or defected products do not reach your customers.
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?
customer support people who know their job well and try
to solve the customer’s query quickly and efficiently.
your customers and they will stay loyal to you.
Companies need to
realize that lack of proper and timely customer help and support
will 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.
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