Naresh Patel

Building Brand Without Mass Media: Efficient and Effective Tools of Brand Building Naresh Patel

"A product is something that is made in factory: a brand is something that is bought by a customer. A product can be copied by a competitor: a brand is unique. A product can be quickly outdated: a successful brand is timeless". (Stephen King) At one time, mass-media advertising primarily did brand building, and the advertising agency was often the dominant player, but now a day's mass-media advertising is ineffective and Costly. Fragmentation and rising costs are already inhibiting marketing through traditional mass media like television. The new communication channels are giving option to bypass mass media advertising for building strong brand. We work in an age when a sweeping revolution brought about by the convergence of telephone and computer technologies is irrevocably changing the commercial landscape. Today, companies in every category are ready to strike out in the new directions. We are taking here one of those revolutionary approach i.e. "Building Brand without mass-media".