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The digital marketing glossary > B > What is Branding definition?

What is Branding definition ?

In the digital advertising context, branding is generally used to characterize an advertising campaign goal consisting of gaining awareness and better consumer attitude toward the brand.

In online advertising, branding goals are often opposed to direct response or performance based campaigns.

Branding is particularly an objective for brands who don’t sell directly online (apparels, consumer product goods, beauty sector) or have strong brand image strategy (luxury).

Branding objectives determine creatives, media vehicules and ad formats choices.

Image source : Ad-Tech-Research-Report-by-Clipperton-September-2012

 
Published on Monday 7 January 2013 (Authors)