Brand awareness doesn’t always equal profits

Brand awareness, according to businessdictionary.com, is the “extent to which a brand is recognized by potential customers, and is correctly associated with a particular product…is the primary goal of advertising in the early months or years of a product’s introduction.” Every company strives for it, but what good is brand awareness if the company is no longer making money?  Interbrand recently released its “Best Retail Brands” of 2013, as well as the companies that are not doing so well. The company is a business consultancy that builds brand awareness for clients by viewing brands as “valuable business assets.”

Marketing During the Madness

March is here already. It is a time that we Americans celebrate the start of spring, St. Patrick’s Day, and perhaps most notably, college basketball playoffs. The NCAA Division I Men’s Basketball Championships, better known as March Madness, has quickly grown into one of the most popular sports events in the United States. The games give marketers a huge opportunity to advertise, especially after a $10.8 billion contract between CBS and Turner Broadcasting that allows every game to be shown on CBS, TBS, TNT, and truTV. An article by Kantar Media breaks down all of the numbers over the last decade.