Personal Branding Plan

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The Value of Customer Service

Is Advertising as Important as We Think?

It is estimated that we can take in up to 1500 advertisements everyday. So how do companies make their advertisements stand out in a persons mind among the other 1000 the consumer has seen? and is it these advertisements that stick out in a person’s mind the product or service they choose?

Companies can spend up to 5% (e.g. Macy’s) of revenue on advertising. For a small company, this can be quite a large percentage of money, without really knowing whether it works or not. I therefore believe more companies should take on the approach of ZARA. ZARA doesn’t and has never advertised. Its name is already too well established that it would be a waste of money to bother advertising. It gains its customers through basic word of mouth and it works considering it is one of the most popular places to buy with over 1000 outlets worldwide and its owner being considered one of the richest people in Spain. His take on product promotion differs from any other company. He believes that the content of its shop windows are all the advertising the company needs. ZARA is known to have on-trend pieces, at an affordable price and many celebrity fashion icons are renowned for sporting their clothes, in particular Kate and Pippa Middleton, Rachel Bilson, Olivia Palermo and Diane Kruger. ZARA believes it doesn’t need celebrity lines for the brand to sell e.g. Kate Moss for Topshop, they choose to wear it themselves.

ZARA is proof that mass amount of money spent on advertising can be completely unnecessary, and it is still possible to create and build a huge brand without it.

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