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Coca-Cola: Consumer Behavior

Coca-Cola: Consumer Behavior | Intergrated Marketing Communications |
Coca-Cola customers make high involvement and high habituation decisions when purchasing Coke products.  As a result, customers develop a loyalty to the brand and what it means to them. For example...
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Brand Equity

Brand Equity | Intergrated Marketing Communications |

Brand equity. Three ways of viewing brand equity. Building and managing brand equity...

1. Financial

2. Brand extensions

3. Consumer- based

Strong brand equity provides the following benefits:

1. more predictable income

2. increases cash flow

3. brand equity is an asset

Lorraine Yeung's insight:

This one shows some perspectives to view the brand equity and explain the factors that the strong brand equity should have. One of the part teach us how to managing and building  the brand equity and I think this is match the topic that I have choosen.

Liz Kang's comment, March 21, 2013 3:43 AM
Good article about brand. However, does it relate to IMC? It is a good article about branding but does not mention about the other aspects of IMC. Could you clarify what you mean by this match the topic that I have chosen"?
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Brands in the Buff

Brands in the Buff | Intergrated Marketing Communications |
Brands make a huge effort to ensure that consumers recognise and remember their name and their products. As a result we are constantly bombarded with new names and advertising campaigns.
Lorraine Yeung's insight:

This is talking about how thw brand making the big effort to let customer remember their service or products. Also this article explain the relation between marketing and branding.

Liz Kang's comment, March 21, 2013 3:44 AM
The article is more about trademarks more than brands. Also, again does this relate to IMC?
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Branding and Social Media Statistics

Branding and Social Media Statistics | Intergrated Marketing Communications |

How Branding Works In The Social Media Age With more than 100 million active users on Twitter and 800 million+ on Facebook, stunning growth rates of other major social networks, it’s already a part of daily life and culture around the globe.


For the brands it’s important to know and understand how their fans, followers and prospects interact and engage with them in the vasts space of social media.


It’s not only about listening to the fans and timing but also about understanding the interaction that leverages the potential of the platforms and turns prospects into loyal fans and later into customers and brand advocates.


To get a better idea of how US consumers interact with brands in the social media space, AYTM conducted DIY market research and the most important highlights of their discoveries are encapsulated in this infographic.

Finau Tuipulotu's comment, March 21, 2013 3:49 AM
This is another great post Ciaran. One of the studies i read shows that recent studies proved that facebook users is slowly declining due to changes in timeline format and users find it difficult to communicate with their suppliers. But after reading this article everything makes more sense now. I think it really depends on how you market your products and targeting the right market too
Richard Ott's comment, April 4, 2013 6:21 PM
I think the possibilities of social media are endless. It is hugely popular and a great return on investment from advertising spend. But companies need to be aware of target markets. Research is cruicial in determining customer segments and preferences on which types of social media. For example with an ageing population is social media the best way to currently attract that market? As consumers become better educated with technology this trend will change...but how do you engage with older people today who are not yet familiar with this medium of communication? Many businesses, such as retirement village operators (a huge and growing industry) will have to wait a generation before social media can take affect in their market environment! Also another issue with social media and brand equity is that you lack the ability to control it. This could mean the message could be diluted or distorted and any negatives associations developed by social media could damage a brand.
Anna-Gabriella's curator insight, April 27, 2014 9:05 PM

Brands and businesses are realising the importance of using interactive marketing communication strategies, to advertise and market their brands or services through social media streams such as twitter, Facebook and even instagram. 
This article examines the percentage of consumers on social media streams to identify the most efficient way of gaining consumer awareness. 

The results showed that there was a 36% difference in the amount of Facebook users to twitter users and Facebook users were also more engaged as well as networking opportunities being greatly larger. This evidence makes it easier for businesses and brands to advertise and market themselves effectively using asocial media streams. In this case, Facebook seems to be the most ideal option.

Through this survey they were able to see that consumers positively reacted and approached a brand the most when coupons or discounts were advertised.


Social media is a cost efficient and effective way of advertising a brand, service or business. Finding out what reaches their consumers better through surveys like this one is imperial to effective integrated marketing communications.

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Why Brand Building Is Important - Forbes

Why Brand Building Is Important - Forbes | Intergrated Marketing Communications |

Brands are psychology and science brought together as a promise mark as opposed to a trademark. Products have life cycles. Brands outlive products. Brands convey a uniform quality, credibility and experience. Brands are valuable. Many companies put the value of their brand on their balance sheet.

Lorraine Yeung's insight:

This article tell us why building the brand is important because the brand as the trrade mark and a promise mark to consummers. And it gives examples to people think that why do we buy the products of this brand. Some factors can help us to understand how to make the brand sucessful.

Liz Kang's comment, March 21, 2013 6:23 PM
Good example of brand. I agree branding building is important. How does this relate to IMC?