Branding britian - Research Paper Example

Branding Britain Introduction VisitBritain is a strategy aimed at promoting Great Britain as a brand through inspiring everyone from around the world to travel to the country. The paper delivers a breakdown of the 2013 to 2014 VisitBritain highlights. This analysis is done using the Integrated Marketing Communications (IMC) dimensions and models.Based on an article by Moriarty (2012), integrated marketing communication dimensions relate to the interactive and systematic processes by stakeholder messages are optimized and cross-functionally planned.

This aspect is aimed at communication geared towards the attainment synergies and encouragement of profitable relations, both in the short and long terms. The IMC dimensions in the video advert on Great Britain include the voice, the interactions as well as the lucrative nature of the long term relationships formed. Also included is the exploration of the highlight using the IMC Development theoretical model. This involves looking at the orientation of the brand, the promotion, the end results of the brand, as well as the financial end results (Moriarty, 2012).

For instance, our report talks about the sounds of Britain that have been known to define the tourism sector greatly. Such include the ticking of the clock, the mixing of tea and coffee, the passing of trains and cars, ringing of bells and cheering of games by fans.AnalysisUsing one voice means bringing together the marketing objectives with only the intention of directing the audience towards the objective of the promotion. According to (Moriarty, 2012), having one voice is very crucial, and it means that the communication instruments used have been able to convey clear ideas to its audience.

The written texts displayed coincide with the pictures provided. The graphics, for instance, at the beginning of the video whereby there is a display of the Great Britain airports with visitors checking in balances with the simultaneous written message about the increase in visitor spending. This is seen during the first 20 seconds into the video, in which there is a narration of a story of a boy who travelled to a faraway place, but there is no link provided between this and the overall marketing objective.

This is the same for the mention of the land rover defender, halfway into the video without mention of its relevance. On the other hand, having the interviews towards the end of the video has successfully avoided overloading the audience with information.Interactivity improves communication as part of marketing by making it possible for the audience and a marketer to connect. The video is not quite interactive because it does not provide the viewers with details on how they can get in touch with VisitBritain or even get more information about the brand.

There is no direct provision of any contact details in the film. However, between the 25th and 40th seconds into the video there is a highlight of the Facebook page including the number of fans it has, the website visitbritain.com and the views it has gained as well as its twitter page and its competitiveness in terms of followers.Achieving profitable long term relationships is usually the overall aim of the IMC. Near the conclusion of the video, there is an interview of representatives from a travel agency, a hotel, cruising agency, and historic royal places giving their varying views about promoting Britain.

This provides the listeners an opportunity to comprehend the branding from different perspectives, understand its relevance and make a connection with it. For instance, one may consider choosing British Airways based on Victoria Williams’s interview in the video in which she mentions the airline’s ownership of destination UK and hot it promotes itself as a British courier.Brand orientation makes it possible to effectively carry out the agendas of an IMC. It is by having brand positioning that the company comes up with an identity for its brand and protects it to improve their competitiveness with other brands (Skrob & Entrepreneur Press, 2013).

Building Great Britain as a brand has been made possible by highlighting the various successful sectors in the country. This includes a look at trade as with its 35000 trade networks, commerce including the escalation in transactions and turnover plus travel which consists of the mentioned millions of overseas visitors coming into the country. The outcomes from the sale the brand according the video include a 13% increase in the in the amount spent by overseas visitors, and 65% increase in the number of visitors from overseas, the 9% increase in the country’s GDP, over 1600 new learners in the travel industry and having the sales increasing by half .

This progress acts as motivation to potential visitors and investors as they see it as a growing brand worth exploring.With 3.1 million total jobs being created in 2013, and 126.9 billion Euros being collected as the gross domestic product in the same year, is an indication of the positive financial impact of this advertising to the country. In our study on Great Britain, the one voice strategy examines whether there is uniformity in the sharing of the images from the ticking clocking to the mixing of beverages, and other aspects shown till the end of the 60 seconds video through the various marketing channels available.

This shows the reliance of Great Britain on the promotional videos and posted images online of its dynamism and unique destinations. In this research, the ideas relayed in the video are of a country much engaged in the promotion of cultural diversity through allowance of various performance by various personalities. ReferencesMoriarty, D. a. (2012). How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its. Rennes.Skrob, R., & Entrepreneur Press. (2013).

 Start your own information marketing business: Your step-by-step guide to success. Irvine: Entrepreneur Press.