Brand Advertising As Creative Publicity
Andrew EhrenbergSouth Bank UniversityNeil BarnardSouth Bank UniversityRachel KennedyUniversity of South Australia andHelen Bloom
Brand advertising seems to work mainly by creatively publicizing the brand, without trying to persuade people that the brand differs from other brands, or is better or best. Fairly few advertisements actually feature potentially persuasive inducements for their brand. Nor do they usually appear to change people's opinions.