StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

BRAND COMMUNICATION - Essay Example

Cite this document
Summary
Integrated marketing communication has been emerging as one of the most beneficial magical bullet because companies worldwide tend to use integrated marketing communication to gain competitive advantages. The growing pace of technological changes and its impacts on business and…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER98.1% of users find it useful
BRAND COMMUNICATION
Read Text Preview

Extract of sample "BRAND COMMUNICATION"

Download file to see previous pages

This piece of research paper is an attempt to provide a brief report on the IMC plan for Tango for the next 12 months. This report analyses the underlying concepts and theoretical perspective of IMC and examines how these can be applied with a plan for Tango, a brand by Britvic Company UK. This report outlines how a company’s brand and information can be effectively communicated to various target markets with example from Tango. According to Schultz and Schultz (2004), integrated marketing communication is a process by which companies accelerate returns by aligning communication objectives with business goals (p. 3). IMC has been regarded as a strategic managerial and marketing approach that can helps companies gain competitive advantages and brand loyalty in the market.

Belch and Belch (2007) emphasized that IMC is a strategic business process used to plan, design and develop coordinated and measurable brand communication programs with customers, employees, prospects and associates for a certain period of time. It helps build short term financial benefits and long term brand value (p. 11). As described by Lamb, Hair and McDaniel (2008), integrated marketing communication is a careful coordination of all promotional messages including traditional advertising, personal selling, sales promotion, event marketing, interactive and pubic relation for product or services in order to assure the consistency in every messages at each and every contact that the company meets it customers (p. 413). The fundamental goal of IMC is to develop marketing communication program that helps management to coordinate and integrate all elements of sales promotion, advertising, personal selling, public relation in an effective way as the company can maintain a constant message.

IMC is basically seeking to manage sources of brand and image or business contacts with existing as well

...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“BRAND COMMUNICATION Essay Example | Topics and Well Written Essays - 1250 words”, n.d.)
BRAND COMMUNICATION Essay Example | Topics and Well Written Essays - 1250 words. Retrieved from https://studentshare.org/miscellaneous/1565790-brand-communication
(BRAND COMMUNICATION Essay Example | Topics and Well Written Essays - 1250 Words)
BRAND COMMUNICATION Essay Example | Topics and Well Written Essays - 1250 Words. https://studentshare.org/miscellaneous/1565790-brand-communication.
“BRAND COMMUNICATION Essay Example | Topics and Well Written Essays - 1250 Words”, n.d. https://studentshare.org/miscellaneous/1565790-brand-communication.
  • Cited: 0 times

CHECK THESE SAMPLES OF BRAND COMMUNICATION

Integrated Marketing Communication Program for Zamda Motors

nbsp;  Integrated marketing communication is a strategic tool that helps a marketer plan, design and develop coordinated, systematic and measurable BRAND COMMUNICATION program with customers, employees and other important stakeholders to ensure short term financial benefits as well as long term brand value.... hellip; Marketing communication is one of the most critical aspects of a company's overall marketing mission and a major determinant of its success in the market....
5 Pages (1250 words) Research Paper

Strategic Brand Communication

The objective of BRAND COMMUNICATION is to expose the brand to the audience through various channels to maximize brand awareness and brand equity.... BRAND COMMUNICATION has evolved from helping consumers organize their knowledge about products and services based on the mental structures enabling them to clarify their decision making.... BRAND COMMUNICATION must also be directed at employees as they are an important part of ‘performing the brand'....
12 Pages (3000 words) Essay

Communicating collective identities (business and marketing)

Various conventional forms of the BRAND COMMUNICATION through advertising, and also through public relations have achieved great and a huge success in the past, but on the same side their effectiveness is now declining dramatically in today's customer-dominated climate.... There are some unintended consequences of the branded communication at the social as well as at the cultural level.... Some unintended consequences of branded communication at the social level are defined as follows:Process evaluation....
5 Pages (1250 words) Essay

Advertising in the 21st century Unit 9 Project

Integrated marketing communication has recently turned to be one of the most powerful marketing and communication strategies that many companies worldwide have implemented and achieved competitive advantages and effective marketing through better BRAND COMMUNICATION.... Belch and Belch (2007) emphasized that IMC is a marketing process of planning, designing and developing BRAND COMMUNICATION program with customers, employees and associates in order to build short term financial benefits and long term brand value (p....
4 Pages (1000 words) Essay

Do you think the Marketing department is the most important one within an organisation

Various factors such as BRAND COMMUNICATION, pricing, promotion and good customer relations allow businesses to maintain market share and have a competitive advantage (Palmer, 2012).... Marketing is concerned with improving the customers portrayal of the organization and promotion of the company's products....
1 Pages (250 words) Essay

Integrated Marketing Communication, IMC Plan for Tango

hellip; Integrated marketing communication has become one of the most powerful marketing strategies and has been widely implemented by companies worldwide in order to gain competitive advantages and achieve successful marketing through effective BRAND COMMUNICATION.... IMC is basically a strategic tool that helps a company plan, design and develops measurable and coordinated BRAND COMMUNICATION program with customers, employees and other important stakeholders to bring short-term financial benefits as well as long-term brand value (Belch and Belch, 2007, p....
9 Pages (2250 words) Assignment

Corporate Branding Strategy for Blue Team Focus Company

After developing the brand strategy, Blue Team Focus should engage in corporate BRAND COMMUNICATION which involves marketing, promotion and advertising and creating awareness about the brand through public relations.... Given that Blue Team Company has an already established customer base through Sony and Verizon FIOS; it has a less job to do in terms of BRAND COMMUNICATION.... Corporate Branding Strategy for Blue Team Focus Company The Blue Team Focus Company should begin its corporate branding in four major steps that include discovery, strategy, communication and brand management, for the Live Face product....
2 Pages (500 words) Assignment

Media and Branding, Emergence of Media Technologies

The most vibrant and electrifying fields of modern BRAND COMMUNICATION and promotion in the world today is sports sponsorship.... The emergence of media technologies has enabled effective BRAND COMMUNICATION to its consumers thus developing its awareness in new markets.... The most vibrant and electrifying fields of modern BRAND COMMUNICATION and promotion in the world today are sports sponsorship.... hese factors compel for transformation and force brand owners to refurbish their BRAND COMMUNICATION and marketing undertakings....
3 Pages (750 words) Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us