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Branding TV, 2nd Edition by Alan Batten, Walter McDowell

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2CHAPTER

Branding is Just a Fancy Name for Promotion, Right?

Wrong.

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:

image   On-air promos

   Advertising

   Public relations/publicity

   Product usage

In many ...

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