How IMC creates equity
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How IMC creates equity
Integrated Marketing role on creating and maintaining brand equity
Curated by Fiji Singh
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Integrated Brand Communications: A powerful new paradigm | Carolyn Ray |

Integrated Brand Communications: A powerful new paradigm | Carolyn Ray
Fiji Singh's insight:

Integrated Marketing Communications is a powerful tool for brands to successfully portray their inner message and values to consumers. Though it is underutilised and not properly used by most companies today. This article shows how to correctly use IMC or a new take on IMC known as integrated brand communication for a successful marketing campaign,


There are ten key steps to achieving a successful IBC programme.


1) Understanding the role of a brand in your business.

2) Understand the factors that contribute to brand value.

3) Understand whom you need to reach

4) Frame your BIG idea

5) Understand how far you need to shift perceptions in order to own the big idea.

6) Build the messages to shift perceptions.

7) Understand the role of each medium in making the shift and sustaining momentum.

8) Determine the optimum media allocation.

9) Measure results.

10) Repeat step 5 and begin process again

Angelina Singh's comment, March 21, 2013 3:52 PM
I think a main point in the ten steps is understanding who you need to reach and framing the big idea. Ensuring that the same idea is communicated across all areas and in order to do this you need to clearly identify your target market.
Shavneel Singh's comment, March 21, 2013 4:34 PM
Step 10 creates the opportunity for better enhancement. You can go back and see if you have met your targets, how well your message is doing. It gives room to develop the project further
Mareta Simanu Sapolu's comment, March 21, 2013 9:06 PM
Absolutely, you're both right, a very sensitive and alert marketer will always have to make sure to follow through and evaluate whether the expected results are achieved and whether there's any improvemnt to make.
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Integrated marketing communication | Mix-marketing site about integrated marketing communication

Fiji Singh's insight:

The ability to create and maintain brand equity is a key priority for most companies.  To do so a brand must have a existing “brand identity” and integrate this with its chosen advertising and marketing mediums.

The brand equity is directly proportional to how well the company can combine its internal identity with its combined marketing scheme.


IMC allows a successful combination of these two elements as it focuses on creating a “contact” or direct experience between brand and consumer. The traditional marketing process has undergone a rapid shift and refocused towards digital and online media. IMC allows a interactive process that combines all the facets of marketing including sponsorship, promotion, direct response and advertising into a structured and balanced message that is both interactive and modern.


This is all done so that the customers, prospects, and publics that are intended to create or maintain strong and highly favorable associations with the brand of the company

Mareta Simanu Sapolu's comment, March 21, 2013 9:43 AM
This is a good article and yes IMc do focus on using both combination so that a direct contact between the brand and consumer is well connected. Bringing the attention of the consumer to the brand is the only way they will make solid decisions of increasing purchasing power. Association with the brand can sometimes takes time depending on how the consumers keep sgood.bad memory about its worth.
Angelina Singh's comment, March 21, 2013 3:47 PM
IMC allows the company to communicate their strong brand identity to consumers in hoping to create brand awareness which may eventually lead to brand equity. However in saying so brand awareness can be favorable or non favorable. Also your right the shift has changed in which medium is used i sure know that it would get my attention more if social media and online media was used.