HOW IMC CONTRIBUTES TO BUILDING BRAND EQUITY
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HOW IMC CONTRIBUTES TO BUILDING BRAND EQUITY
The importance of Integrated Marketing Communications and how it contributes to building brand equity
Curated by Angelina Singh
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How has Integrated Marketing Communications (IMC) contributed towards the evolution of Brand communications?

How has Integrated Marketing Communications (IMC) contributed towards the evolution of Brand communications? | HOW IMC CONTRIBUTES TO BUILDING BRAND EQUITY | Scoop.it
Introduction Over the couple of previous decades, research on IMC (Integrated Marketing Communication) has generated immense discussion leading to interesting contribution to the evolution of IMC a...
Angelina Singh's insight:

This article gives insight on how IMC has become very strategic in the way its used today. Its main focus has changed to consumers, and its internal and external stakeholders. The strategic management of IMC ensures that it cohesively ties in with the corporate vision and business objectives. 

 

Strategic IMC needs to become more strategised so that it can develop powerful and attractive brands and brand equity. This will ensure that the brands and the way they are communicating them are meeting what the consumers are looking for. 

 

Also meeting consumer demands such as re thinking and planning the way they are communicating their brand. For example using the right mediums.

 

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Kristoffer Erdal Klemetsdal's curator insight, May 10, 2014 10:14 PM

Imc is not just considered a marketing concept but also as a whole strategic business process. 

Its importante to have strategical focused Imc process that can drive the business to develop not only powerful but also attractive brand and brand equity as factors for the success of the organizations

MinhThanh_Ha's curator insight, September 29, 2014 8:44 AM

Integrated Marketing Communication is seen as the key of the success of brands. Based on that, brand can build strong relationships with its targeted consumers and attract/create new potential consumers.

IMC also helps marketers to notify, convince and remind consumers directly or indirectly of the brand's image and message. IMC brings a lot of benefits to most business. Integrated marketing communication can drive business to develop powerful and attractive brand and brand equity as dominant factor for the success of organisations.

It builds brand equity by establishing the brand in memory by applying some marketing communications: advertising, public relation, personal selling, etc.

Rachel Chen's curator insight, October 2, 2014 11:29 PM

The success of the brand relies on the foundation created through their brand management programme. Brand management programmes should be match up with the fast pace of technology and must be well aware of introducing their brand to the right consumers at the right time and right place. Brand management programmes should be match up with the fast pace of technology and must be well aware of introducing their brand to the right consumers at the right time and right place. Build strong relationships with its targeted consumers and attract/create new potential consumers. IMC also helps marketers to notify, convince and remind consumers directly or indirectly of the brand's image and message. IMC brings a lot of benefits to most business.

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Integrating Marketing Communication to Build Brand Equity

Integrating Marketing Communication to Build Brand Equity | HOW IMC CONTRIBUTES TO BUILDING BRAND EQUITY | Scoop.it
Marketing programs play an important role in building up of brand equity. Marketing communication needs to be flexible in current technology driven environment where consumer are internet savvy and have access to information.
Angelina Singh's insight:

IMC is vital in making an impression in consumers minds as the power is now shifting from the manufacturer to the consumer.

 

The marketing communications also needs to be flexible in current technology e.g. meeting the needs of internet savy consumers. This leads to SYNERGY also as all mediums must be relevant to the related target markets. 

 

Marketing communication's help build brand equity by understanding how the consumers percieve the brand and the current state of brand awareness and brand image in the consumers mind weather favorable or unfavorable.

 

Then designing marketing communications that create brand awareness and brand image through the correct mediums and sticking with the main concept. Ensuring that the name logo symbols and image or associations are the same, communicating a strong brand.

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Maybelle O'Connell's comment, August 19, 2013 7:11 PM
I agree with Vetidas comment and how it is important to build strong brand equity. The articles points out how to develop an effective marketing communications programme in order to establish the connection between customers and brands.
Aimie White 1085804's comment, August 20, 2013 6:03 AM
While the essence of the article is on the right track, it seems to be a particularly descriptive article highlighting the strengths and weaknesses of certain forms of advertising and branding, but it seems to emphasise the need to spend a lot on advertising and then research the effectiveness of the advertising. I would think that a marketer would want to identify where the awareness is lacking before spending on advertising. interesting though.
Kimberley Mar's curator insight, March 14, 2014 12:36 AM

It's all about building brand equity! Marketing programs are designed to do so in relation to the product, price, place and distribution channels involved. These factors are necessary to assess as they help build upon the brand's image and enhancing the brand's awareness. Marketing programs are performed through the medium of marketing communications e.g. advertising with the aim of building brand equity. In order for this to be pursued, marketing communications need to establish the points of similarity and difference with their competition. Also by gaining an understanding of consumers' impressions of the brand will enable marketers to develop a strong consumer based equity and in the future, a lasting relationship with them. It is vital for marketing communications to be flexible due to the current day technology driven environment with internet savvy consumers who can access the internet as an information gathering process. Another aspect that marketing communications need to be perform, is the effectiveness of conveying the message. By understanding the current state of consumers' brand awareness and brand image, marketers need to question, what it is that they want in this current state? Once designing a communication program, keeping in mind the states of similarity and differences (competition), marketers need to assess the desired effect and the depth of the brand knowledge that was/was not created. This cycle will be forever referred to as a new 'desired' state is created. In order to design a successful marketing communications program that will lead on to creating brand equity, one major factor needs to be established. Marketers need to ensure that connections are made with consumers and that they can effectively communicate the brand to them. Thus creating strong brand awareness and image and in the long run, creating powerful consumer based brand-equity.