Advertising is defined as the paid, non-personal form of communication about products or ideas by an identified sponsor through the mass media so as to inform, persuade or influence the behaviour of the target audience. It enables wholesalers and retailers to have product information. As Brand Packaging notes, a brands fit and leverage are key to successful brand extensions. Try telling a captivating story the person youre talking to can connect with. If competitors bid on your branded terms or name, you can raise their costs simply by bidding on your own name. The purpose of brands is to signal trust.