Question

Write a short note on brand promotion.

Answer 1

1. Brand promotion means informing, reminding and persuading present and potential customers to purchase a particular brand. It is primarily the responsibility of the concerned manufacturer though wholesalers and retailers may also undertake brand promotion.
2. The main purpose of brand promotion is to build a market for the product and to meet competition. Through regular advertisements of a brand a business concern tries to develop a positive image of the product and brand loyalty.
3. Brand loyalty means that some consumers continue to prefer a brand due to faith in its superiority. The power and value which a brand adds to the product is known as 'brand equity.'
4. Brand promotion means making a brand popular in the market. Manufacturers adopt several methods to bring about brand promotion.

Answer 2

1. Brand promotion comprises all the activities which a business performs to persuade and motivate people to buy the brands of the company. It is done by the manufacturer but sometimes wholesalers and retailers may also undertake brand promotion.
2. The main purpose is to build a market for a brand and to meet competition. For example, several brands are advertised on TV like Pepsodent toothpaste, Lux soap, Titan watches, Onida TV and so on. In short, brand promotion means making a brand popular.