IMC & Building Brand Identity & Equity Brand Positioning.
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Declaring War On Tradition: Why Guerrilla Marketing Is Here To Stay - Business 2 Community

Declaring War On Tradition: Why Guerrilla Marketing Is Here To Stay - Business 2 Community | IMC & Building Brand Identity & Equity Brand Positioning. |
Declaring War On Tradition: Why Guerrilla Marketing Is Here To Stay Business 2 Community The war marketers wage for customers' attention requires a similar approach, which is why guerrilla marketing is transitioning from a flash-mob fad to a...
Zakarie Murtagh's insight:

Great example about how Guerrilla Marketing can develop brand identity and brand equity through thinking outside the square and creating ideas and marketing communications that  invoke and excite the consumer to learn more about a product.

Hamish Woodall's curator insight, September 23, 2014 7:18 PM

This form of marketing is a non-traditional, 'outside the square' form of marketing. Its use is to provide variety when it comes to using a specific media vehicle in order to build brand identity and equity.

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The Importance of Branding for Businesses

The Importance of Branding for Businesses | IMC & Building Brand Identity & Equity Brand Positioning. |

Branding is successfully creating a brand identity that will not only make your business more appealing in comparison to your competitors, but it will also convince consumers that in a sea of prospects, your business is the only one capable of satisfying their needs.

Via Alina Oleinik, ShaLino
Zakarie Murtagh's insight:

Such a great article on the importance of how IMC and branding is the crux of having  a strong, successful and working business, that is able to differentiate strongly from its competitors to gain a competitive advantage.

Mohammed Bin Afif's comment, March 21, 2013 11:24 PM
I think that before a marketing campaign is launched the success of the current branding must be identified. Brands can change direction and if the old brand and what it stood for did not work the brand can be reinvigorated and what it stands for can be changed to breathe more life into it. An example would be cars, range rover was not doing well for a period and BMW bought the brand and reinvigorated it and now it appears to be very successful. Yes, the brand is unique, even if the product is not, therefore in a market saturated with the same or similar products to stand out it must be your brand which stands out and is differentiated from the competition, this is when a brand becomes very important. The brand identity and characteristics must be treasured and included in all advertising in an integrated marketing strategy so it appears in all advertising with the same message to keep the brand at the forefront in peoples minds.
Wen Gao's curator insight, May 8, 2014 2:00 AM

Based on many marketers’ ideas mentioned in the article, branding is most essential for a business because it makes a business or a brand stands out from the massive market. Like a person has his or her own personality, a brand should have its personality that is brand identity. As long the positioning and identity of a brand has settled down, the company can have the orientation of the development of the brand, make the appropriate marketing strategy and launch advertising campaigns effectively. It is more easily for customers to recognize and remember the brand according to its special properties and identity. Among the competitors, defining the brand is very important. If you don’t define your brand, you create the possibility that someone else will do it for you, including your competitors. Here’s a good example of brand identity – Coca Cola. People can easily recognize this brand based on the jingle, TV ads, packages, and the signature color – red. 

Rachel Chen's curator insight, October 2, 2014 11:36 PM

According to the article, a brand needs to be marketed and created so that it differentiates itself from competitors. If a company chooses not to distinguish itself from other competitors, than it faces the issue of competing brands building a better brand image. . The use of good company examples such as MacDonald's  Coca Cola and Apple are also evident, and they add to the thread of the article linking success to brand image. I think there are benefits to adopting integrated marketing communication with consumers, to strengthen the brand I think a clear uniform message must be delivered to consumers.

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Integrated Marketing Communications = Marketing Foundation ...

Branding is actually a component of IMC as image communicates plenty even without words. The best way to get started is to create a marketing plan and cover all forms of marketing and communication the company uses.

Via Haifeng LIU
Zakarie Murtagh's insight:

This is a great article that goes into what IMC is and the connection that it has with branding. it goes into talking about how the brand at face value is the image, the look of a company, business, person or item, but then goes into how in using IMC, it transforms the brand from just being the "look" to what that look means, in other words demonstrating the message behind the brand.


It also goes into how this can be achieved through different marketing steps, which leads into a IMC plan.

Haifeng LIU's curator insight, September 17, 2013 9:33 PM

I agree with this article, becuase IMC is a communcation tool. and what is marketing? I think marketing is about communcation, such as commuate with your internal group (your employees), and your exteral group(your customers, shareholders).  According to the article, marketing objectives, marketing budget, marketing strategies and marketing tactics cannot leave IMC.

Wu Meng's comment, September 17, 2013 9:40 PM
I agree with you Haifeng, IMC is very important for marketing. It is a part of Marketing foundation. also the article gave us some example to explain the different between IMC and other strategies.
Haifeng LIU's comment, September 17, 2013 9:41 PM
Thank you your idea and support me.
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Coca-Cola Content 2020 Part One

The media landscape is a very different beast today than it was even 5 years ago. Then agency-led television commercials dominated how we channel our marketi...
Zakarie Murtagh's insight:

This is a great example of IMC in action. Coca-Cola is a multinational company who have been focusing strongly on advertising through creativity through traditional media, but have come to realize that the effect is wearing off so they are switching toward creating content heavy communication through social and digital media.


In switching toward more digital and social based media coke is able to listen and react to consumers 360 days a year allowing them to form and change consumers behavior. as said in the video personal story telling is twice as effective as standard communication messaging.


with coke understanding this opportunity to greater use IMC to build their brand and equity, they are able to implement dynamic storytelling,where there is a development of incremental elements of a brand idea that are communicated through multiple media platforms, creating a unified brand experience 

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