Investing in Brand Awareness

Brand can become a refuge for consumers, especially at times of crisis, when they are most distrustful.

Monday, February 1, 2010

Brands are containers, which may include all the messages that consumers communicate to their relevant social groups”.

Victor Donaire, marketing specialist, explains the rationale behind investing permanently in brand awareness, and that it may be convenient to increase it at times of crisis.

More on this topic

Brands: Advertising in the Age of Confinement

June 2020

With the reduction of advertising budgets, companies must invest in advertising on social networks, which must be complemented by organic traffic derived from content created on digital platforms.

The outbreak of covid-19 transformed the ways in which Central American consumers behave, as quarantines and measures of restriction and social isolation decreed by governments, generated abrupt changes in purchasing habits and product search.

Top Brands in El Salvador

April 2010

Colgate leads with 88.4% of consumer preference, followed by Pollo Campero (62%), Coca Cola (61.7%), Magia Blanca (55.1%), Super Selectos (53.3%), Xtra (52.3%), Sony (48.2%) and Gilette (47.3%).

LPG Datos teamed with El Economista to conduct a brand preference study in El Salvador.

Branding Impact of Online Advertising

April 2010

Online video and display advertising are effective at driving significant uplift in site visitation and advertiser search queries, even in the face of minimal clicks on ads.

Fox Networks and comScore, a leader in measuring the digital world, unveiled the findings of a U.K. study:

$300,000 earmarket for changing Tampico's image in Guatemala

June 2008

Distibuidora Maravilla de Guatemala has invested 300,000 dollars to change its image, to convey a fresh outlook within the competitive sweet drinks market.

Rodolfo Mérida, Maravilla's manager, said that the company will change the labelling of all products and show an image of freshness and innovativeness that "better expresses the quality of the product."

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