The Influence Of Advertising On The Creation Of Brand Meaning, Looking Specificlly At Coca Cola And Nike.

2679 words - 11 pages

In discussing the influence of advertising on the creation of brand meaning, it is first necessary to define advertising and brand meaning. In this particular study, advertising can be seen as 'any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor.' (Kotler, Armstrong, Saunders and Wong 2002) Focus will be on television, radio, billboard, sponsorship, celebrity endorsements and public forms of advertising rather than promotional material and forms of personal selling. I will be looking primarily at 'channels that carry messages without personal contact or feed back'. (Butterfield 2002)Brand meaning can be identified by 'the set of beliefs that consumers hold about a particular brand' (Kotler, Armstrong, Saunders and Wong 2002) and the way that this influences their buying habits. Particular attention will be paid to the brands attributes, values and personality and the way in which equity is created. The aim is to identify the particular role that advertising plays in helping to build and sustain brands. (Butterfield 2002)The modern world is filled with images of products and brands that manufacturers hope that we will buy into. Why do some of these images leave a more lasting impression than others, is it the content of the visual image, or the product itself? Many companies have tried and failed to make good use of the media available for public advertising, I intend to concentrate on one or two successful examples of brand advertising, and assess the benefits for the overall brand image.Looking at two brands in particular, Coca-Cola and Nike, I intend to explore the effect that mass media has on the creation and sustention of brand meaning. 'Presently, Coca-Cola is available in nearly 200 countries around the world and is asked for in more than 80 languages' (Internet Resource 1. 2002) making it the biggest selling brand of all time. Similarly, Nike is currently the leading brand of sportswear in the world. Both have significant advertising budgets, and I will be looking into how this goes towards making them the universal brands that they are today.The core benefit of a Nike product is a well designed article of sporting equipment. This is something that many sports companies offer. Similarly, Coca-cola offers a sweet tasting soft drink. But what is it about the way in which these products are marketed that gives them sustainable differential advantages over the challengers to their market positions?The Coca -Cola and Nike Corporate ImagesThe relationships that have been built around these brands far out steps the actual products that they sell, 'consumers feel that a special relationship with Coke that encompasses more than just a drinking experience' (Dearlove and Crainer 1999). And to be able to say that more than a billion times a day, thirsty people around the world reach for Coca-Cola, (Internet resource 2. 2003) goes quite far to prove this.One very effective form of advertising...

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