Advertising drives brand equity by creating or enhancing brand image (Biel,1993) : exploring the role of advertising in creating brand image
Date of Issue2002
Wee Kim Wee School of Communication and Information
This study explores the role of advertising in creating brand image, by providing a target framework in which management, creative people and researchers can execute and objective standard against which the results can be evaluated. The study also examines the highly successful brand image and advertising strategies of two prominent brands – Nike and McDonalds’ in today’s marketing world.
DRNTU::Social sciences::Communication::Promotional communication
Nanyang Technological University