Above the Line Advertising Research Proposal Example | Topics and Well Written Essays - 2750 words

Above the Line Advertising - Research Proposal Example In the last decade, a lot of research has been dedicated to conceptualizing and measuring customer-based brand equity. However, apart from putting forth various influencing factors, no integrative framework has so far been developed to account for the complex psychological processes underlying the formation of customer-based brand equity. In this context, this paper attempts to propose such a framework by drawing on the theory of the Elaboration Likelihood Model. (Kotler, 1997) This simple reason as to why ATL marketing is not used at all, or not used beyond the launch of a product, by popular brands is that these brands need to retain exclusivity in terms of the outreach and target audience that they are catering to. This generally implies a younger crowd which is constantly on the lookout for things that define their personalities in the most unique way, and in ways that they will not find anywhere else. Implications for Advertising Agencies A decade or so ago, branding meant little to people. Branding until then simply involved designing a logo or creating a corporate profile that will help identify it and differentiate it from other brands. In the past decade, things on the branding front have undergone a sea change due to above the line advertising. There is now a strong emphasis on brand building through the explicit communication of a vision in the whole organization where strong brands are more than mere trademarks that people recognize. In the generation of a branding idea and implementation of the same to build a brand profile, organizations behind the strong brands have managed to build a brand identity. "Brand identity should help establish a relationship between the brand and the customer by generating a value proposition involving functional, emotional or self-expressive benefits" (Aaker 1991).