Advertising and PR: brand management

The relevance of this study stems from the rapid evolution of digital channels and intensifying competition, which compel companies to adopt innovative brand-building strategies. The research examines core integrated communication tools–advertising and PR–and their impact on brand equity and customer loyalty. Through a case study of Apple, statistical and content analysis of industry rankings and surveys was performed, revealing that a holistic approach enables companies to achieve record levels of brand value, sales volume, and customer satisfaction. The study's findings underscore the importance of implementing synergistic advertising and PR strategies for effective brand management.