Why do some famous brands still need advertisement?
I mean brands like Hermes, Chanel, Gucci or other brands that are considered “luxury”.
I see ads for them but I just dont see the point? People are obsessed with them and sees them as proof for their status and they make crazy money so why the need for ads?
In: Other
The main point of advertising is to make absolutely sure they are the first brand in your mind when you are shopping
What you have just done is you have listed the “consideration set” for luxury brands — advertisers and marketers want to know the brands you are listing off he top of your head, and in what order, to know exactly what brand has the best association with the category, and what brands you are aware of
By doing advertising, the brand becomes more recent and your memory is more fresh, so it gets pushed to the top of your consideration set — ie most likely you will now list that brand that is advertising FIRST
Hermes, Chanel, Gucci among others know you already know them, but that’s not good enough. If you want a luxury experience, and you think of Burberry first instead, you might go there. But if you think Hermes first, you’re more likely to go there
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