Notes

PR:

Diferența dintre PR și Branding

Every brand has a brand essence;brand personality;brand diferentiator-which often is referred to as a unique selling proposition.Public Relations is one of the elements of the 4th P(Promotion) of the Marketing Mix.A brand has physical and emotional attributes and branding is actually an activity that falls under the umbrella of Brand Management .Public Relations and branding are not the same.Branding is a Brand Management activity that may include creating a brand logo;a brand signature or brand packaging design.Public Relations is a persuasive Marketing and Communication tool used by Marketing Managers to communicate to the consumer the benefits of the brand and then try to create an army of brand loyalists and brand believers.However, branding on the other hand is a series of tactical and schematic activities that are designed to help build a brand based on a long term strategy.Therefore the term branding is a misnomer and should be substituted with the term "brand building".Public Relations is an an element of the communication mix and is a brand building tool.Therefore Public Relations is not "brand building" or 'branding' but is one of the multi-faceted tools used in the "brand building" or branding process.