The Importance of Advertising Design in Creating Brand Personality - Case Study Example

The development of communication with customers has become a challenging task for all firms internationally; advertising in its various forms is used in order to improve the relationship between firms and customers but with no guaranteed success. In any case, it has been proved that advertising has helped towards the increase in sales of products/ services worldwide especially when specific techniques are employed. Branding that has been extensively involved in the above efforts is found to be strongly depended on advertising; in fact, there can be no development of brands globally without the use of various advertising schemes.

The effects of advertising on the promotion of branding in firms worldwide will be analyzed focusing on the particular role of advertising in the development of a specific market sector, the luxury cars market. In this context, five well-known car brands, Porche, Jaguar, Ferrari, BMW and Mercedes have been used in this study in order to prove the potential relationship between advertising and branding; through the literature and the empirical research used in this study it is proved that such a relationship is well developed in markets worldwide; however additional provisions should be made in order to improve the performance of marketing/ advertising schemes used in the promotion of luxury cars within the international market.

Branding is one of the most common methods for the promotion of products/ services in countries worldwide. In accordance with the study of Blair et al. (2000, 43) ‘brand extensions constitute an estimated 95 percent of the 16,000 new products launched in the United States every year; however, extending a brand name to inappropriate products may result in product failure and/or reduced brand value’. However, it should be noticed that the branding scheme is not always successful. In fact, when entering a new market there are many issues that need to be taken into consideration by marketers participating in the relevant project; in the short term the effects of inappropriate marketing of products/ services may not be clearly identified;