ENTRY #16     How can you strengthen communication effects to better your brand?

Kevin Lane Keller

E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College

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For brand equity to be built, it is critical that communication effects created by advertising be linked to the advertised brand. Often, such links are difficult to create. TV ads in particular do not “brand” well. There are a number of reasons why:

 

Competing ads in the product category can create interference and consumer confusion as to which ad goes with which brand.

“Borrowed interest” creative strategies and techniques—humor, music, special effects, sex ...

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