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Public relations

Specific public relations disciplines include:

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  Financial public relations – providing information mainly to business reporters
  
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  Consumer/lifestyle public relations – gaining publicity for a particular product or service, rather than using advertising
  
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  Crisis public relations – responding to negative accusations or information
  
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  Industry relations – providing information to trade bodies
  
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  Government relations – engaging government departments to influence policymaking
  

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  Publicity events, pseudo-events, photo ops or publicity stunts
  
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  Speeches to constituent groups and professional organizations; receptions; seminars, and other events; personal appearances
  
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  Talk show circuit: a public relations spokesperson, or the client, "does the circuit" by being interviewed on television and radio talk shows with audiences that the client wishes to reach
  
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  Books and other writings
  
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  Collateral literature, both offline and online
  
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  Direct communication (carrying messages directly to audiences, rather than via the mass media) with, for example, printed or email newsletters
  
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  Blogs
  
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  Social media and social networks
  

Advertising

Advertising is a form of communication used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group of people) to continue or take some new action. Most commonly, the desired result is to drive consumer behaviour with respect to a commercial offering, although political and ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages.

Commercial advertisers often seek to generate increased consumption of their products or services through "branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may rely on free modes of persuasion, such as a public service announcement (PSA).

Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.

Brand

A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." Branding began as a way to tell one person's cattle from another by means of a hot iron stamp. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company.

Marque or make are often used to denote a brand of motor vehicle. A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity. Got milk? is an example of a commodity brand.

Brand awareness

Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. It consists of both brand recognition and brand recall. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products (Keller). Brand awareness is of critical importance since customers will not consider your brand if they are not aware of it.^[13]

There are various levels of brand awareness that require different levels and combinations of brand recognition and recall. Top-of-Mind is the goal of most companies. Top-of-Mind Awareness occurs when your brand is what pops into a consumers mind when asked to name brands in a product category. For example, when someone is asked to name a type of facial tissue, the common answer is “Kleenex,” which is a top-of-mind brand. Aided Awareness occurs when a consumer is shown or reads a list of brands, and expresses familiarity with your brand only after they hear or see it as a type of memory aide. Strategic Awareness occurs when your brand is not only top-of-mind to consumers, but also has distinctive qualities that stick out to consumers as making it better than the other brands in your market. The distinctions that set your product apart from the competition is also known as the Unique Selling Point or USP.

Brand elements

Brands typically are made up of various elements, such as:

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  Name: The word or words used to identify a company, product, service, or concept.
  
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  Logo: The visual trademark that identifies the brand.
  
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  Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels. "Can you hear me now" is an important part of the Verizon brand.
  
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  Graphics: The dynamic ribbon is a trademarked part of Coca-Cola's brand.
  
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  Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands.
  
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  Colours: Owens-Corning is the only brand of fibreglass insulation that can be pink.
  
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  Sounds: A unique tune or set of notes can denote a brand. NBC's chimes are a famous example.
  
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  Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked.
  
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  Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken.
  
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  Movements: Lamborghini has trademarked the upward motion of its car doors.
  

Global brand

A global brand is one which is perceived to reflect the same set of values around the world. Global brands transcend their origins and create strong enduring relationships with consumers across countries and cultures. They are brands sold in international markets. Examples of global brands include  Facebook,  Apple, Pepsi, McDonald's, Mastercard, Gap, Sony and Nike. These brands are used to sell the same product across multiple markets and could be considered successful to the extent that the associated products are easily recognizable by the diverse set of consumers.

The Coca-Cola logo is an example of a widely-recognized trademark and global brand.

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