Brand advertising is a form of advertising used to establish awareness for a brand, a product or a service in order to strengthen identity and increase customer loyalty. It can employ all common advertising techniques, like social media advertising or search engine advertising. Brand advertising is a long-term measure and its results are not immediate. As opposed to performance-based advertising, brand advertising does not contain any direct call to action and therefore does not generate direct outcomes. Its main goal is creating a lasting emotional connection to the brand, product or service.