Why do We Lag Behind?

I was just wondering...well-known--well, that's an understatement, as you will shortly see--brands such as IBM, Coca-Cola, and even Tata or Reliance back home, spend tons of money to promote the already-well-known brands. IIMs do not do that...why? Not to say that the "Brand IIM" has faded over the years...but as I write this, I am acutely aware of the kind of spending IIPM does. Again, I am not at all a supporter of such ads, to me they mostly look vulgar. But are we doing enough?