Brand Building above the Line - ATL

Brand Building

Brand Building is the essence of every marketer which decides on aspects like:

1. Make or Break a Brand
   
2. Position a brand among its TG
   

To understand Brand Building lets understand 2 very important key words linked to Brand Building:

1. Marketing
   
2. Sales
   

Marketing is the process of:

• Conceptualizing
  
• Planning & Executing
  
• Promoting & Distribution of ideas for a brand
  

The act a customer is prompted into through the marketing efforts and transpires into exchange of a product for a price can be defined as SALES.

Traditional Methodology of Brand Building:

1. Above the line Activity - ATL
   
2. Below the line Activity - BTL
   

Any activity that is visually appealing to a consumer & may or may not necessarily convert into a sale is termed as an ATL activity.

ATL activities are classified into the following.

1. Television
   
2. Radio
   
3. Press
   
4. Hoardings etc
   

All activities that transpire into reaching out to the consumers to give a first hand experience on the product is termed as a BTL activity. BTL activities are held across various parallels depending on the product type and can be held in various places.

Product Launch

    Launch is the most critical part of a BTL Activity. The launch is usually planned in 2 phases targeting:

1. Consumers
   
2. Individuals responsible for sales eg. Dealers, Retailers etc
   

BTL Activities can be held across subject to the nature of the product:

    

• Malls
  
• Supermarkets
  
• Restaurants, Clubs & Lounge Bars
  
• Educational Institutions
  
• Corporate Houses
  
• Apartment Complexes