Adding value to your brand through communication

Using two cases from the IPA dataBANK, this paper looks at two differing approaches to adding value to a brand through communications.

Adding Value to Your Brand Through Communication

Neil DawsonTBWA\London

What can we learn from comparing brands from product fields as diverse as premium cars and tea with differences in levels of involvement, frequency of purchase, target audience, consumer usage and communications role? The answer, based not just on this comparison but also a wider inspection of the full IPA dataBANK, is quite a lot - a brand is still a brand regardless of category.

Both BMW (1994) and PG Tips (1990) demonstrate the power of communications to add values to create a strong brand. The rewards for this are...

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