Issues in the Branding and Advertising Strategies with Application to Kingdom of Bahrain

Abstract

This research is about the issues in the branding and advertising strategies that are implemented by companies in the Kingdom of Bahrain. Being in the age of information and the globalization ever expanding, advertising strategies must evolve to face the issues that arise. This paper will study the effects and benefits of using branding over sales-driven advertising strategies. Young consumers were the target of this study as questionnaires were used to obtain the data. The reason for this criterion implemented as the researcher believes that the young generation is the most affected by the changes around the world over the past two decades. The main concepts studied are the importance of the brand to surveyed group, how they conceive brands, how much more they are willing to pay for a branded item, and which medium and language should the companies use to target those consumers. The researcher recommended and validated the branding-driven advertisement to be used by companies, the medium and language of delivering the message while not forgetting the importance of online and social media emergence.