ABSTRACT
Corporate America invested a massive sum—more than $250 billion—in domestic advertising in 2004, and the motive for that huge investment is more than selling products in the short term. Advertising also helps to build corporate brand images and, over time, fortify those images in the minds of consumers. Through repetition and consistency, advertising can shape perceptions of what a product means to consumers and how it compares to similar products. According to Aaker (1991), the strongest brands have maintained consistent brand images for 20 or 30 years, or even longer, while less successful brands are seen altering their strategies for short-term gain. To survive, however, organizations may need to adjust their brands' identities in response to changing market conditions, consumer tastes, and competitive action (Park, Jaworski, & MacInnis, 1986). These pressures might explain why Polo/Ralph Lauren, a leading design house and marketer of aspirational brands, is sexing up its image (see Fig. 11.1).
