Some advertisers still think that "branding" is an important aspect of the whole package. Driving sales would be the motivation for this. Many advertisers do not necessarily understand, still, branding as it is done today is of no good use, whatsoever.
Not particularly their fault. These advertisers have been led astray by ad agencies that are regularly practicing branding.
Branding had been used to attract those money spenders of yesteryear. The year in which we currently reside is surely not one to be taken as such.
Link: Branding Today: Why It's Ineffective, Irrelevant, Irrit

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