Know-How Exchange : Student Questions

Both advertising and branding can work (but don't always work).

On branding, Business Week runs an annual article that looks at the companies whose brands are worth the most. See https://www.businessweek.com/magazine/content/02_31/b3794032.htm

On advertising, take a look at an article on this site - https://www.marketingprofs.com/Tutorials/doesadvwork.asp

Disadvantages to both is they cost money. And they aren't always effective, but at the same time, you can't accurately predict whether a particular branding or advertising program will be effective..