In discussing the influence of advertising on the creation of brand meaning, it is first necessary to define advertising and brand meaning. In this particular study, advertising can be seen as 'any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor.' (Kotler, Armstrong, Saunders and Wong 2002) Focus will be on television, radio, billboard, sponsorship, celebrity endorsements and public forms of advertising rather than promotional material and forms of personal selling. I will be looking primarily at 'channels that carry messages without personal contact or feed back'. (Butterfield 2002)
Brand meaning can be identified by 'the set of beliefs that consumers hold about a particular brand' (Kotler, Armstrong, Saunders and Wong 2002) sport, as well as most aspects of life. The sportswear range is extensive, not only for the perfect game, but also as sports casual fashions. People feel better about themselves because they, like their idols are wearing Nike.
Again it is because we are presented with these images in the media that these ideas are lodged in our heads.
To make a lasting impression, Advertisers are aware that they need to get into our heads. Nike, the sport loving, stylish, innovative, motivational inspiring sports brand, and Coca-Cola the family building, fun loving, respected, trend setting, universal soft drink have been able to do this. With lasting and memorable impressions.