A Branded World -The Importance of Public Relations Over Advertising in Brand Building

Business & Finance, Marketing & Sales
Cover of the book A Branded World -The Importance of Public Relations Over Advertising in Brand Building by Romina Müller, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Romina Müller ISBN: 9783640957330
Publisher: GRIN Verlag Publication: July 13, 2011
Imprint: GRIN Verlag Language: English
Author: Romina Müller
ISBN: 9783640957330
Publisher: GRIN Verlag
Publication: July 13, 2011
Imprint: GRIN Verlag
Language: English

Essay from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, Lindenwood University (-), language: English, abstract: The Body Shop is a huge best-selling brand, while Pets.com has vanished into thin air. Both of these brands were first in their category and had a good chance to succeed in sales, but still developed differently. What is the reason for the outcome of those brands? To cut a long story short: The Body Shop relied on public relations to attract publicity, while Pets.com launched an expensive advertising campaign. When it comes to branding (the building of a brand), many companies rely first and sometimes only on advertising. However, as of today, advertising has lost its former credibility and has turned into an art form. This has two reasons: Consumers feel bombed with empty promises during commercials, and advertising agencies fight for awards for the creativity of their developed ads. The solution to this is clever PR. Public relations influences third parties (newspapers, TV shows, etc.) to publish favorable articles about the brand. Because PR itself is invisible and many people do not recognize it is there, public relations still has what advertising lacks: tons of credibility. However, most companies still rely on advertising to make their brand sell. This happens because public relations is difficult to control, while advertising can be developed exactly how planned. Nevertheless, companies need to understand that nowadays, advertising's role has switched and should only be used for brand maintenance-years after the brand has been built through slow publicity by PR. Before that, advertising is mostly just money poured down the drain.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Essay from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, Lindenwood University (-), language: English, abstract: The Body Shop is a huge best-selling brand, while Pets.com has vanished into thin air. Both of these brands were first in their category and had a good chance to succeed in sales, but still developed differently. What is the reason for the outcome of those brands? To cut a long story short: The Body Shop relied on public relations to attract publicity, while Pets.com launched an expensive advertising campaign. When it comes to branding (the building of a brand), many companies rely first and sometimes only on advertising. However, as of today, advertising has lost its former credibility and has turned into an art form. This has two reasons: Consumers feel bombed with empty promises during commercials, and advertising agencies fight for awards for the creativity of their developed ads. The solution to this is clever PR. Public relations influences third parties (newspapers, TV shows, etc.) to publish favorable articles about the brand. Because PR itself is invisible and many people do not recognize it is there, public relations still has what advertising lacks: tons of credibility. However, most companies still rely on advertising to make their brand sell. This happens because public relations is difficult to control, while advertising can be developed exactly how planned. Nevertheless, companies need to understand that nowadays, advertising's role has switched and should only be used for brand maintenance-years after the brand has been built through slow publicity by PR. Before that, advertising is mostly just money poured down the drain.

More books from GRIN Verlag

Cover of the book Sterbehilfe aus Sicht des materiellen Strafrechts by Romina Müller
Cover of the book Die Frau im Bürgertum by Romina Müller
Cover of the book Soldaten, Bürger, Barrikaden. Konflikte und Allianzen während der Revolution von 1848/49 by Romina Müller
Cover of the book Effekt der Handelsmarken- und Sonderangebotspolitik auf das Einkaufsstättenwahlverhalten im Lebensmitteleinzelhandel by Romina Müller
Cover of the book Work Life Balance unter dem Aspekt instabiler Beschäftigungen by Romina Müller
Cover of the book Argumente zur gesetzlichen Frauenquote in Deutschland by Romina Müller
Cover of the book Standardisierte psychologische Fähigkeitstests by Romina Müller
Cover of the book Inwiefern trägt das Internet zur Modernisierung der Parteikommunikation bei? by Romina Müller
Cover of the book The Relationship between Emotion and Reason based on Jealousy by Romina Müller
Cover of the book Eine Darstellung der Organisation 'Lebensborn e.V.' im Kontext der nationalsozialistischen Rassenideologie by Romina Müller
Cover of the book Machen wir es uns schwer? - Die nichteheliche Lebensgemeinschaft und Art. 6 Abs. 1 GG by Romina Müller
Cover of the book Erstellen eines Konzepts zur Integration des Baseballspiels in den Inhaltsbereich 'Sportspiele' by Romina Müller
Cover of the book Das Leistungsbilanzdefizit der USA und der Dollar by Romina Müller
Cover of the book Zur Freiheit verdammt - Sartres Konzeption der Freiheit und der Vergleich zur modernen Hirnforschung by Romina Müller
Cover of the book 'Sie hätten nicht die Macht, wenn sie nicht die Mittel hätten, die Schweine' by Romina Müller
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy