Co-branding In Use In Television Commercials

With the development of economy, the diversification of products and the higher productivity in China, the competitions between enterprises become more and more furious nowadays. The enterprises are stimulated to promote their products and build the brand image with more effective marketing mix. Therefore, when selecting TV commercial, the enterprises would pay more attention to the effective media. This development intendancy demands that the media improve the quality of their programs, which would result in more interest from the audience. With the growth of audience rating, the prices of advertisements increase in return. In order to draw on the advertising expense more effectively, both the advertisers and the enterprisers look forward to developing a new way to reduce the expense and promote the brand value to higher degree.With years of experience in advertising agent and the knowledge of the operations of TV commercial, the author believes that the application of brand image in TV commercials will improve the value of advertising expenses. After analysis and research on this subject, the author draws the conclusion that the application of brand image in TV commercial is meaningful in three aspects:1. promote the cost performance 2. improve the effectiveness of TV commercials; 3. diversify the marketing tools.