Impact Factor(JCC): 0.9458- This article can be downloaded from www.bestjournals.in POSITIONING OF A BRAND THROUGH ADVERTISING AND IMPACT OF ADVERTISEMENT ON CUSTOMERS PREFERENCE VETO DATTA 1 & S. VASANTHA 2 1 Research Scholar, Vels University, P V Vaithiyalingam Road, Velan Nagar, Pallavaram, Chennai, Tamil Nadu, India 2 Professor, Vels University, P V Vaithiyalingam Road, Velan Nagar, Pallavaram, Chennai, Tamil Nadu, India ABSTRACT The paper presents the insights regarding the challenges and innovation strategies in positioning a brand through advertising. Advertising is a medium through which an organization focuses on USPs and benefits of a product or service to influence the purchase behavior of the individuals. It supports to create a positive image of a particular brand in the minds of the customers and prompts them to buy the same .The paper focuses on relative reach of brands in the market, with respect to its market share. The research aim was to analyze the innovative ideas in sustaining the position of the brand and to understand the strategies to overcome the pitfalls .Also to know the exclusive need of consumer to trust a brand by its advertisement. The paper offers suggestions on strategies designed in positioning a brand through its advertisement to the managers who seek to strengthen their brands equity in an increasingly competitive market place. Also indicates the changes that are to be adopted and implemented in sustaining the position of the brand’s reputation. The study focuses on factors like (1) Brand position (2) Advertising strategy (3) most preferred brand by the customer (4) Innovation and challenges---The research is undertaken with three industries 1.Consumer Durables 2.FMCG KEYWORDS: Advertising, Market, Brand Position INTRODUCTION Advertisement is considered as a communication medium to convince the customer to purchase or take some action upon the service or product. Advertising is a medium through which an individual or organization highlights the USPs and benefits of a product or service to influence the buying behavior of the individuals. It helps to create a positive image of a particular brand in the minds of the customers and prompts them to buy the same. The major aim of advertising is to influence the on buying behavior; however, this impact about brand is changed or strengthened frequently in people’s memories. Memories about the brand consist of those associations that are related to brand name in consumer mind. These brand cognition influence consideration, evaluation, and finally purchases. Advertising is primarily used as a communication tool to get consumers to know about the brand name and about the characteristics of the brand. Advertising strategy should be consistent with the marketing strategy of the firm. It is used to increase brand awareness and to position and reposition brands so that consumers are convinced that the product offerings correspond to their needs and wants. Advertising is not about selling the skill of your firm, but about promoting the qualities that differentiate your firm from so many others. Differentiation is your brand, and advertising is about positioning that brand by promoting and communicating your firm’s differentiators to a targeted mass audience. BEST: International Journal of Management, Information Technology and Engineering (BEST: IJMITE) ISSN(Print):2348-0513; ISSN(Online): 2454-471X; Vol. 3, Issue 8, Aug 2015, 35-42 © BEST Journals