Consumer packaged goods model

Brand-building theory developed out of the practices of consumer packaged goods companies in the 20th century. The theory called for creating product differentiation, real or imaginary, spending a huge amount of advertising; and hoping this would lead to trial, adoption, and loyalty. Advertising played the dominant role and its effectiveness was judged by level of brand awareness, recognition, ad recall, or intention to buy. However, this model has not been successful in all the situations.