The impact of advertising strategy on the brand awareness of Ufone

Abstract

Ufone is one of the leading telecommunication companies who are always on the verge of head to head competition with the competitorbrands. Its advertising strategies are considered as a strong tool on its part by many critics as it has adopted a unique approach by introducing a concept of humor and entertainment in its ads. Moreover the team of celebrities has also added much to it.How much addition has been done to the brand can be studied by the level of brand awareness it has created in the minds of the consumers through these ads. To study the relationship between the advertising strategies and brand awareness of the Ufone brand, a survey research was done from the respondents of the twin cities Islamabad and Rawalpindi.A series of interviews was also conducted by the employees of Ufone there. The results showed that the advertisement strategies of Ufone are very much in relation to its brand awareness. These advertisements have contributed a lotin creating the image of Ufone among customers and resultantly the share of Ufone has also increased.