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Brand Identification and the
Multi-Level Solution

In copytesting and in most in-market ad tracking, the focus is on the performance of individual ad executions. And while the individual execution is important, a broader examination of how successful advertising works to build brand linkage across an entire campaign provides strong indications of how to leverage your way into better brand linkage.

The Multi-Level Solution

The Individual Commercial or Ad
Many researchers, and others, have developed advice or counsel to help advertisers build brand linkage for individual, stand-alone executions. However, even the best-constructed individual commercial has a far more difficult task if it is not part of a campaign.

The Overall Pool of Commercials
You improve the odds considerably if you've got several commercials that have brand-linked elements that span the entire pool. When consumers see these easily recognizable elements, they immediately think,


	Brands Under Attack! Do you know how competitive advertising is affecting your brand? So You Think You've Got a Campaign... What Digital Advertising Brings to the Multimedia Party What Branded Social Media Can Do For Your Brand The Line Extension Advertising Dilemma Who We Really Sacrifice to the DVR, and How to Get Them Back Is Your Campaign Worn Out? How About Individual Ad Executions? Brand Identification and the Multi-Level Solution

'This must be another one of those Brand X commercials.' We call this the BLE, or brand linkage equity, of a campaign. The creation of strong BLE's requires a significant investment in time and money, along with the discipline to maintain consistency. However, when you work to build your campaign's BLE, you are creating an asset that you'll be able to rely on for years to come. No longer will each new creative execution be starting from zero; instead, each time you introduce a new execution, your target audience will immediately know that your brand is the sponsor.

The Multimedia Campaign
Creating BLE across your TV campaign will still only get you partway there. The larger dynamic involves how the entire multimedia campaign is crafted. We've identified a number of strategies that will help to build your BLE across media, and we've identified some often-utilized strategies that don't usually work very well.

For more information view the Communicus white paper:
'Improving Brand Linkage and Advertising ROI'

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