Distinguishing PR, Advertising and Branding PR: "PR is making customers who love you look at you with holy eyes" and that is also the most concise and profound way to understand PR. In the process of building a brand, the company needs to pay attention to the social community because thanks to their influence, customers will decide to buy our products instead of our competitors.
Although we still hear about these familiar concepts in marketing in the media, it is not simple to distinguish them thoroughly. In this article, TYM does not go into definitions but only briefly goes into the core functions and examples of each type to help you easily understand the problem.
Vinamilk – 1 million glasses of milk for poor children
Because the ultimate goal of PR is to make the whole community love you and make your target customers love you, the second image is "He's a great lover" => Borrowing other people's words to polish the brand. Now when you buy Vinamilk dairy products, you know you are helping to build a better future for Vietnamese children, so will you buy Vinamilk or another brand even though it is a few thousand cheaper? You will also be the one to encourage friends and relatives around you to buy Vinamilk because you know, Vinamilk cares about the community, of which you are a part.
Advertising: Completely different from PR, Advertising directly attacks target customers by emphasizing the most outstanding and characteristic features of the product through TVC, Print Ad, Radio Ad, word of mouth... to capture the mind. Consumers' minds have superior features compared to other products, stimulating maximum purchases:
Sorbent tissue: “Nothing else feels soft anymore” – With sorbent, rabbit fur as well as thorns.
McDonald's - The world's leading fast food brand with its coffee advertisement - Gear up for your new working day:
Branding: Building good impressions and feelings about the brand in the minds and hearts of consumers. A good brand will help consumers open their wallets without too much hesitation, because they understand that what they are buying is not just a drill but an image of a talented father, drilling a neat hole in the wall. to hang pictures of the whole family during last summer's picnic. You give them more than just the basic functionality of your product:
For example:
BMW: When someone buys a BMW, he is not only buying a car that will take him from point A to point B, a Toyota can do that too, but he is making a statement: “I "I'm a BMW type player".
+ Parkson: When we see someone walking out of this high-end shopping area with one or more Parkson's signature red bags, we can know to some extent that person's status and income. Buyers not only buy the products they need but also buy the spiritual values that the Parkson brand brings: luxury, success, expensive and stylish.
www.VnEcon.com
