It's been said, "Advertising-
if it is any good, should help to confirm what already
is, not what should be." With a solid foundation
established, advertising promotes a brand through targeted
channels of communication.
While the goal of
branding is to tap into the essence of a company to
define who it is to the people who matter, advertising
exists to communicate that essence into the market,
strengthening the brand, and protecting its market share.
