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Marketing and Branding: The Indian Scenario by Ramesh Kumar S.

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5

Role of Promotion, Marketing Communication and Marketing Mix Elements in Brand Building

The Theme of Branding

Branding, by virtue of its ‘outward presence’ with regard to the marketing discipline and glamour orientation, has attracted professionals both from marketing and other functional areas in an organization. The traditional role of advertising is changing with changes in the lifestyle of consumers, emergence of digital channels and the need to optimize on several methods of promotion. This is from both the viewpoint of promotional effectiveness and the need to economize on the monitory outlay, involved in promotion. Besides, there is also the challenge of developing and nurturing brand associations amidst intense competitive brand building. ...

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