THE ROLE AND IMPORTANCE OF THE BRAND IN ADVERTISING
Keywords:
Advertising, Brand, BrandingAbstract
In the modern, global world, countless products are launched by numerous businesses almost daily. Branding and advertising are the most effective ways to connect with consumers, allowing them to make choices and persuade them of their demand for a product amidst this diverse offering. This stems from the unique image of a branded product or service, and the way its quality and features are perceived by customers, becoming a part of their lifestyle. Therefore, businesses need to expand consumers' knowledge of the brand choice process to increase brand loyalty. In this regard, advertising is the most effective channel. This study will draw a conceptual framework, examine the relationship between advertising and branding, discuss its effects, and address the role and importance of branding in advertising.
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