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Is Branding the Same as Advertising and Promotion?


I've got the budget for promotion and advertising, but I'm not sure about investing in branding. Isn't it all the same thing?

No. Promotional messages contained in advertising are critical components to getting out the word about your company and its products and services. But advertising campaigns come and go, shifting according to the specific needs of your company over time.

Your brand is permanent. It consistently reinforces the appropriate messages to your key audiences. A brand is the core identity of your company. It is what appears on the bottom of your ad and represents the personality that goes to the heart of your positioning. Your brand is bigger than any advertising, public relations or direct mail campaign you will ever do. It is the one thing that doesn't change.

 

 

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