Write a short note on brand promotion.

Brand promotion means persuading customers to purchase a particular brand. The main purpose of brand promotion is to build a market for the product and to meet competition.

Methods of Brand Promotion:

1. Advertisements — Advertisements in newspapers, radio, TV, and other media are regularly given to make a brand well-known. Brands like Lux soap, Colgate toothpaste, and Titan watch have become popular through advertising.

2. Quality Control — Brands become popular and continue to enjoy buyer confidence only when the quality of the brand is maintained consistently.

3. Publicity — Mass media such as newspapers, radio, and television give news and views about an organisation in such a way that the image is enhanced. News releases, feature articles, and press conferences are key publicity techniques.

4. Sales Promotion — Short-term incentives like discount coupons, prize contests, and money refunds are used to promote brands.

The power and value which a brand adds to the product is known as 'brand equity'. Strong brand promotion builds brand loyalty over time.