Integrated Marketing Communications Is Defined As A Research Based Essay

Brand equity is a business having the clout and power of its product(s) to leverage that equity or clout for its need to raise capital or increase customers. Developing brand equity is important because it allows companies to interact with their customers in order to induce loyalty which increases the growth of a company. Every company, established ones as well as start-ups have the ability to create brand equity. It is especially important for start-ups because in the first step of business, they would want to ensure that

In addition, developing brand relationship requires the company to build brand equity Keller (2014, pp. 365), generating value to the brand name through employing perceived

Brand equity is a consumer-based concept (Elliot 2017) and strategic asset of a company that encompasses the idea of the added value a brand contributes to a product. Influenced by consumer choices, it is the characteristic of a brand that indicates high levels of performance and determines the success of companies.

Brand equity is an important asset for any organization. It is also an assets that offers an organization or a brand a road to success. Brand equity is important because its brand's product is closely associated with its premium price in the market. An organization or a brand with positive brand equity typically have higher quality products and services when compared to similar generic unbranded products. Furthermore, brand equity is important because it helps an organization or a brand to strengthen its competitive edge in the market. It is important to an organization or a brand, the reason are that it help lower the marketing costs and allows a brand to enjoy higher brand awareness and brand loyalty. Therefore, the ultimate goal of a brand

Brand equity and brand value are also two concepts related to segmentation and brand positioning. Brand equity has no relation with what marketer creates but what consumers perceive to have been created (Olshavski, 1985). Brand equity is also intangible. It has been found that 43 per cent of the companies measure brand equity, while 72 per cent of them were confident enough with their brand equity; however, over 66 per cent has claimed that their companies had no long term brand strategy (Davis & Douglas, 1995). “Brand value increases as the brand becomes better known and as the company supports the brand at the different contact points” (Moskowitz, Gabay, Beckley & Ashman, 2009). Companies such as Coca-Cola and McDonalds have invested time and money on creating and supporting their brand names. Consumers are more likely to switch to a big brand compared to a small brand.

Marketing is an important area in any company. Integrated marketing is an area of the marketing world. This type of marketing can increase brand value and this allows for a high turnover on the company’s investments. We will review a company and describe the purpose and value of integrated marketing, as well as showing what value the plan adds to the company.

Kotler and Keller (2012, pp. 271-272) maintain that there are three main sets of brand equity drivers:

“One of the most talked about ideas in marketing during the 1990s was the notion of integrated marketing communications (IMC). And while marketing managers still clearly feel that it is a valuable concept and one that will play an increasingly important role in their companies, there is unfortunately a great deal of evidence to suggest that truly integrated marketing communications is the exception rather than a rule”

One thing that can make or break a company is its brand equity. Brand equity is the value that comes with the familiarity with a company’s branding and the feelings consumers have towards that brand (Brand Equity, n.d.). A company with strong brand equity usually gives consumers a sense of reliability and value; causing a higher inclination to purchase its products. It usually takes

Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al.

One of the most significant barriers comprises the brand equityenjoyed by most established brands. The repute of the brand is extremely important to customers; luxury brands such as Jaguar, Mercedes-Benz, BMW and Audi have a long and magnificent history to boast about, and the companies work hard to preserve the association between them and other symbols of individuality and of top-notch quality and performance.

Brand Equity is the added value given to products and services – reflecting how consumers think, feel and act towards a brand (Kotler et al 2009). Red Bull sells “cool” as added value to their hyped-up liquid. They sell a life

“Brand equity is the value of the brand name, its worth as an asset to the company.” (Marketing

Although there are barriers existing within Integrated Marketing Communications, it is still able to assist company’s better fuse their brands image and message as well as provide more opportunities to successfully cultivate long-lasting and loyal relationships between them and the consumer (Percy, 2008).

Integrated marketing communications, or IMC, is important in today’s marketing, as it involves the social media and the internet as a way to brand and advertise companies. This paper will examine IMC utilizing three concepts from Robyn Blakeman’s text, Integrated Marketing Communication: Creative Strategy, juxtaposed to case studies from Applegate and Johnsen’s text, Cases in Adversiting & Marketing Management, as well as tie in concepts from Michael Serazio’s, Your Ad Here, in order to create a detailed examination on IMC. This examination includes considering the functions of IMC in relation to a marketplace example to offer an analysis on how these concepts are relevant. Ultimately, this paper will demonstrate how IMC is needed in a