Effects of Advertising on Perceived Brand Value

Introduction

When thinking about advertising, two terms immediately come to mind: image inventory and memorable slogans. However, advertising has more profound effects on the market, directly impacting the perceived value of brands. In this article, we will explore these effects and how they influence purchasing decision-making.

Increase in brand notoriety

Advertising helps to increase the brand's notoriety, making it easier to remember and recognize. This can be especially useful for new brands that seek to establish themselves in the market. With advertising, the brand gains visibility and, consequently, increases its probability of being remembered and chosen by the consumer.

Is the increase in brand notoriety enough to influence perceived value?

No, it's important to remember that brand notoriety is only one of many factors that influence perceived value. Other factors, such as product or service quality, customer attention, and trust in the brand, are also crucial.

Emotional value creation

One of the main functions of advertising is to create an emotional value around the brand. This is done through the creation of advertising campaigns that inspire, move or surprise consumers. When advertising succeeds in creating an emotional connection with the consumer, they become more likely to remember the brand and identify with it.

But how can advertising create an emotional value?

Advertising can create an emotional value through the use of STORYTELLING (the art of telling stories), the addition of emotional and curious elements, and the creation of a narrative that makes the consumer feel connected to the brand.

Recognition of brand authority

Advertising can also help establish the brand's authority, making it more trustworthy and respected by consumers. This happens when the brand presents specialized skills or knowledge, or when it succeeds in demonstrating its responsibility and commitment to quality and safety.

How can advertising establish brand authority?

Advertising can establish the authority of the brand by presenting testimonials from satisfied customers, demonstrating expertise in a specific area, or through participation in relevant events and conferences.

Conclusion

In conclusion, advertising has profound effects on the perceived value of brands. It helps increase brand notoriety, creates an emotional value around the brand, and establishes the brand's authority. However, it is important to remember that advertising is only one factor among many that influence perceived value. Therefore, it is essential for brands to combine advertising with a broader approach that includes customer attention, product or service quality, and trust in the brand.