Image advertising - advertising is aimed notthe increase in sales and the creation or maintenance of the company's image. It introduces consumers to the brand as a whole, with the products or services that the brand offers, tells about their purpose and characteristics, as well as the benefits of a product or service in front of their peers, but it does not offer anything to buy.

The main feature branding from other types of advertising is its focus on the future, ie, it can help the advertiser does not seek to obtain an immediate effect.

Such advertising improves the image of the company, making itmore recognizable on the market, which further affects the choice of the consumer. He knows this brand and instinctively trust her more than the others, because I heard many times and have seen mention of it.

Typically, image advertising has morebroad spectrum of activity than other forms of advertising, it covers not only the potential consumers of products or services, but also other categories of the population. This tactic is not accidental, if the company in the future will begin to expand its product range and to produce goods and services for other categories of the population that is different from the one with which it works at the moment, new potential customers will already be familiar with this brand, and with pleasure take advantage of its services .

For branding, you can use anyadvertising medium. It all depends on the goals that are put in front of a particular advertising campaign. But the most effective kinds of image advertising is still considered to be:

1. outdoor advertising;

2. The commercials on television;

3. The ad pages in the magazines;

4. participate in charity events, followed by coverage of the event in the media.

There is such a thing as »image-hierarchy», a schematic diagram, which determines the degree of popularity in the market. In total there are five levels of popularity:

1. Brand Rejection or acceptance of the brand. It is characterized by the negative reaction of potential consumers as promotional products, and the company as a whole.

2. Brand Non-Rejection or no image. At this level, the consumer has neither a positive nor a negative opinion about the company, since he just does not know about its existence.

3. Brand Recognition or the presence of brand recognition. The consumer knows about the existence of the company, but has neither the positive nor the negative associations with its name and activities.

4. Brand Reference or brand preference. When making a choice between the same type of goods or services, the consumer stops at this particular brand.

5. Brand Insistence or brand loyalty. The consumer preference for this brand, even without considering its competitors' products as an alternative. In this case the consumer himself can not give a rational explanation for this choice.

To be on the upper stage described abovehierarchy, companies need a large amount of effort and money. Therefore such heights often seek companies who already have a stable position on the market, and hence a stable income.

However, with branding and promotion decided to start a new brand. Since the company's operations quickly gain a lot of publicity, and therefore will be well known to potential customers.

Especially this kind of advertising is only necessary that theDiscovered banks and investment funds, because without a positive image and recognizable brand company operating in the field of financial services, is unlikely to win the trust of consumers.