Brand Building has been labeled as top priority for every new business that keeps opening up every now and then. The objective is to make as many people aware of the product being introduced in the market so that once it is launched it has takers. In order to have the launch successful, corporate & business tycoons publicize the product prior to the launch by hosting events and asking as many prominent individuals to join in and then having it covered and spread by the media. Once commodities create a stir in the market it is bound to grab attention. Once successful the commodity is eventually branded and becomes a household good forever.
A new marketing concept that has all the possibilities of being the most effective channel as far as branding is concerned is
In Film Marketing. In Film Marketing is the process through which any product or service that has recently been launched or is about to be launched is promoted through hardcore commercial feature films that has a large audience. The idea here is to gather maximum attention. When a big movie hits the theatre the product enforcer looks to the
movie production company to endorse the product somewhere in the film so that the audiences watching it will get an idea as to what the product is. This medium is effective reason being 1) It isn’t an advertisement that switches of your mood, 2) It isn’t being aired in television that will make you flip channels & 3) It isn’t being shown in paper or on a website where you could give it a miss. Here you are glued to the screen and you are actually watching every minute detail of it.
The next two innovative and commonly used method used to brand products are through
advertising agencies and Public Relation Agencies. Traditional advertising involves promotions through radio commercials and television advertisements. A popular television soap or a big major event like a cricket match or a Miss India being sponsored by companies whose products and businesses are to be promoted. These events have a huge viewer ship and whenever these shows take a break you have advertisements thrown in. So after 4 to 5 repetitions it becomes synonymous with the viewer. Moreover if a popular celebrity publicizes it, it gains more footholds. Modern day advertising is also done Online. Infact the Online Advertising sector is one of the largest and fastest growing advertising concepts globally. The advent of the internet created an opportunity wherein at any given time you have the capacity to reach out to millions at minimum cost and effort.
Public Relation Agencies bridge the gap between the provider and consumer. Their KRA (Key Responsibility Area) is to promote, highlight and publicize the product as much as possible. True to their name they highlight every possible activity that would be related to the product they are out to promote. Be it by holding press conferences, events and then having the same promoted through media via news channels is a good way to get popularity. Proper Media planning and buying is involved. Resources, amount of ad space involved, creative pursuits and so on. All in all branding businesses and propelling them from one level to another is the major focus for all promotional (read advertising) companies. The revenue they garner is high and as a matter of fact the importance, need and rapid rise of advertising has provided a big competition amongst them.
