A brand is an identifying symbol, mark, logo, name, word or sentence that companies use

to distinguish their product from others.

According to Judie Lannon has graphically described that a brand, drawing on

anthropological analysis as consisting of a mosaic of meaning. She also describes

branding as the mechanism that creates and sustains “consumption myths and

consumption rituals, involving products and services endowed with symbolic meanings.

As Stephen King J. Walter said that:-

 A product is something that is made in a factory but brand is something that is

bought by customers.

 A product can be copied by a competitor but brand is unique.

 A product can be quickly outdated but a successful brand is timeless.

A successful brand draws its unique character from the combination of elements in the

marketing mix including its functional characteristics and their effects in the minds of

consumers.

Seven characteristics of successful brands are :- Audience knowledge, Uniqueness,

Passion, Consistency, Competitiveness, Exposure, Leadership. The main important point

is that the marketing communication in creating the brand and developing its strength.

According to American Marketing Association "advertising is any paid form of non-

personal presentation and promotion of ideas, goods and services by an identified

sponsor".
There are four role of advertising are:- By creating awareness; By providing essential

information; By helping to build a relevant brand image and once the brand has become

more or less established, By acting as a regular reminder to try, to buy or use the brand.

Although advertising’s primary role for new product launch is to announce and provide

information, it has a role in communicating the desired positioning for the brand from the

start once the brand is established, the advertising is much more concerned with ensuring

that the positioning becomes fully part of the target audience’s mental furniture with

appropriate imagery and associations.

Advertising do for the brand is that advertising sells brands. Advertising works marketing

thinkers for more than 100 years on the basis of AIDA - attention, interest, desire, action.

My view of all this is very clear that brands are real in the minds of consumers. Strong

brands exist because they have become deeply rooted in the minds of consumers and are

part of the texture of people’s lives. They become part of this texture because people are

willing to respond to the brands and the ways in which they are presented and advertising

is often the most visible and dramatic aspects.

The relationship between brands and advertising is a complex one. A brand can be

visualized as a form of seesaw, achieving a balance which may vary widely for different

types of brands between rational and emotional elements.