發(fā)布時(shí)間：2016-10-23 08:15

本文是留學(xué)生assignment代寫(xiě)參考，，主要內(nèi)容是講述廣告推廣對(duì)產(chǎn)品品牌形象所帶來(lái)的作用和影響。

Impact of Advertising on Brand Image

Table of Contents

Literature review:
Introduction:
Why Branding is Important:
How Brand Image could be created:
Brand Image and Brand Equity:
Advertising and Brand Image:
Advertising and Positioning:
Impact of Advertising on Brand Beliefs and Brand Image:
Conclusion:
Works Cited

Literature review:
Introduction:
According to Keller (2008) there is close relationship between the organization branding and advertising, as the later have positive impact over the brand equity and image. Accordingly, the major advantage that advertising creates is brand equity, “the differential effect of brand knowledge on consumer response to the marketing of the brand” (Keller, 2008). However, in order to get an in-depth understanding of the concept and the inter-relationship between the two concepts it is vital to first have some foundation knowledge about the concept of branding. According to Kotler and Armstrong (2007) a brand may be defined as “a name, term, sign, symbol, or design, or a combination of these that identifies the maker or seller of a product or service” (Kotler & Armstrong, 2007). Commenting on the significance of branding, former CEO of Amazon, Jeff-Bezos (2003) pointed out that "ultimately, a brand is the things people say about you when you’re not there”



本文編號(hào)：150010