Role of Advertising in Brand Building | Original Article

ABSTRACT:

This study examines the role of advertising in brand building taking Nigeria Bottling Company Plc. as a case study. Four research questions were formulated, these are how important is advertising to brand building? Are they any relationship between advertising and brand building? Is there any negative effect of advertising on an organization? What roles does advertising play in promotional strategy? In other to obtain data for the study, 50 questionnaires were administered which all were retrieved, and interviews were conducted among selected heads of departments. This was analyzed using simple percentage. This study found out that advertising is very vital in building one’s brand but with the right marketing mix. It also found out that advertising helps in increasing sales and very profitable in an organization.