Branding is Just a Fancy Name for Promotion, Right?
Branding is more than that. Brand management has a special role within the larger context of promotion. Some promotion activities may have a branding component, whereas others may not. In simple terms, branding deals with a product’s reputation. This encompasses those promotion activities that are intended to distinguish a brand from its competitors by communicating to consumers what the brand stands for. For media “products,” this marketing communication can occur at several levels:
In many ...