August 3rd, 2011 / Branding

Is Branding Or ROI More Important?

Advertisers have traditionally purchased ad space for more than one reason. Whether advertising in print, branding through outdoor advertising, or using online ad services such as pay per click, advertising can be purchased for branding purposes or to achieve a positive return on investment. Sometimes, advertising can achieve both, but often advertisers find they can achieve one or the other. So which is more important?

To answer that question, you have to set your own goals. Branding has its own benefits. ROI can often be a short-term gain for a long-term loss. Large corporations like Pizza Hut, Burger King, and Dr Pepper know this. That’s why they spend so much money every year trying to plant their brands into the minds of consumers.

Top-of-mind awareness is a benefit that can be achieved through branding. You might have to take a short term loss to get there. But in the long term, it can mean survival for your brand.

Online marketing generally uses the same thought processes regarding ROI and branding as off line marketing uses. You can use PPC, banner ads, and other online marketing channels to plant your brand into the minds of consumers or you can focus on ROI. Set your goals, know your price points, and be aggressive.

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