"A product is something that is made in factory: a brand is
something that is bought by a customer. A product can be copied by
a competitor: a brand is unique. A product can be quickly outdated:
a successful brand is timeless." (Stephen King) At one time,
mass-media advertising primarily did brand building, and the
advertising agency was often the dominant player, but now a day's
mass-media advertising is ineffective and Costly. Fragmentation and
rising costs are already inhibiting marketing through traditional
mass media like television. The new communication channels are
giving option to bypass mass media advertising for building strong
brand. We work in an age when a sweeping revolution brought about
by the convergence of telephone and computer technologies is
irrevocably changing the commercial landscape. Today, companies in
every category are ready to strike out in the new directions. We
are taking here one of those revolutionary approach i.e. "Building
Brand without mass-media."
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