The influence of advertising on the creation of brand meaning, looking specificlly at Coca-Cola and Nike.

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 …

…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.