Imc and Brand Building
IMC and brand building
In this essay, the integrated marketing communication is discussed. Integrated marketing communicated plays an important part in the brand building process. Brand is the central of the IMC. And an effective IMC can help the business build the positive brand image. After introduce the relationship between IMC and brand building process, Bee&Flower are the example of brand building using IMC and get the great process. The advertising, the international marketing, and the sales promotion are the main ways for them to build their brand image and promote their products.
Before introduce the relationship between IMC and brand building process, IMC should be defined.
“IMC strategy as a set of processes that include the planning, development, execution, and evaluation of coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates, and other targeted, relevant external and internal audiences. Therefore, effective IMC is an integral part of an effective brand equity strategy” (Madhavaram, Sreedhar.; Badrinarayanan, Vishag.; McDonald, Robert E, 2005)
With the development of the market, the consumers are changed, the media systems are developed. (Wed, 2009)Using traditional measures to build the brand image is lack of competitiveness. They should face these coming trends if they want to survive in the future changing environment. As a result, IMC become more and more important for the business to rely on it to build a positive brand image.
There is a close tie with the role of IMC and the brand building process. A good integrated brand communications can help the company move forward in the 21st century which is highly competitively. Schultz (1998) think brand is the central of the IMC. (McDonald, Robert E, no date) To build a good relationship with customer-based business, consumer 's familiarity and strong associations with the brand is a good way to build the brand
In this essay, the integrated marketing communication is discussed. Integrated marketing communicated plays an important part in the brand building process. Brand is the central of the IMC. And an effective IMC can help the business build the positive brand image. After introduce the relationship between IMC and brand building process, Bee&Flower are the example of brand building using IMC and get the great process. The advertising, the international marketing, and the sales promotion are the main ways for them to build their brand image and promote their products.
Before introduce the relationship between IMC and brand building process, IMC should be defined.
“IMC strategy as a set of processes that include the planning, development, execution, and evaluation of coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates, and other targeted, relevant external and internal audiences. Therefore, effective IMC is an integral part of an effective brand equity strategy” (Madhavaram, Sreedhar.; Badrinarayanan, Vishag.; McDonald, Robert E, 2005)
With the development of the market, the consumers are changed, the media systems are developed. (Wed, 2009)Using traditional measures to build the brand image is lack of competitiveness. They should face these coming trends if they want to survive in the future changing environment. As a result, IMC become more and more important for the business to rely on it to build a positive brand image.
There is a close tie with the role of IMC and the brand building process. A good integrated brand communications can help the company move forward in the 21st century which is highly competitively. Schultz (1998) think brand is the central of the IMC. (McDonald, Robert E, no date) To build a good relationship with customer-based business, consumer 's familiarity and strong associations with the brand is a good way to build the brand