The role of advertising in brand image development

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Journal of Product & Brand Management

ISSN: 1061-0421
Incorporates: Pricing Strategy and Practice

Online from: 1992

Subject Area: Marketing

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Document Information:
Title:	The role of advertising in brand image development
Author(s):	Tony Meenaghan, (Lecturer in Marketing, Department of Marketing, Graduate School of Business, University College Dublin, Blackrock, County Dublin, Ireland.)
Citation:	Tony Meenaghan, (1995) "The role of advertising in brand image development", Journal of Product & Brand Management, Vol. 4 Iss: 4, pp.23 - 34
Keywords:	Advertising, Brand image, Competitiveness
Article type:	Conceptual Paper
DOI:	10.1108/10610429510097672 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	In an increasingly competitive marketplace, greater emphasis is being placed on brand image development as the basis for consumer discrimination. Advertising has a central role to play in developing brand image, whether at the corporate, retail or product level. It informs consumers of the functional capabilities of the brand while simultaneously imbuing the brand with symbolic values and meanings relevant to the consumer. These two functions of advertising closely parallel the informational and transformational schools of advertising effects and theories on the central and peripheral routes to consumer persuasion. Such dichotomous approaches to explanation are unlikely to represent the reality of consumer choice in that brand image is likely to be formed by the simultaneous absorption of advertising messages based on both the functional and expressive capabilities of brands.