Significance of the Brand Identity for Advertising Campaigns

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Significance of the Brand Identity for Advertising Campaigns

What is the significance / importance of Kapferer's model in the development of an advertising campaign?

  Bindu Madhavi

Significance of Kapferer Model for Ad Campaign

This model throws light on various dimensions that should be taken care by the brand manager to attain brand identity. Brand managers seek the assistance of advertisements to attain brand identity.
For developing an advertisement it is necessary to have a thourough knowledge on tangible aspects of the brand (physical) and personality of the brand.
It is necessary to stress on associations of brand (relationship) in the advertisements.
Also self image of the target market and reflection should be considered by the advertisement maker.
All these aspects which are essential for advertising campaigns are also emphasised by the Kapferer model.

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