Introduction resulting in reduced efficiency, and reduced

Introduction

“Building a brand is a herculean
task, and it plays an important role in creating a company’s image and
position. A brand consists of far more than a logo and a name, it is how a
customer views the product and how he differentiates it from other competitors in
the market. In order to build a successful brand, advertisers first need to
understand exactly what branding is all about.”

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Branding
versus marketing

“The terms ‘marketing’ and
‘branding’ can often be confused with each other, even by professional
marketers. The definition of branding can be given as ” The expression of value of an entity, marketing refers to the process
of promoting an entity’s products and services (or the entity itself)”. A
brand can be developed by strong marketing and advertising. However, simply
promoting services & products through advertising channels without applying
a branding system may lead to a confused overall brand message, resulting in
reduced efficiency, and reduced effect. This is where IMC comes in.”

Introducing
Integrated Marketing Communications

“IMC “is the organization,
planning, and monitoring of marketing components and data to control and
influence brand information, associations, and experiences” (Hosford-Dunn,
2006). IMC forms the bridge between marketing and branding.”

 

Building
Brand Integrity

“In today’s world,
companies can communicate with the customers in multiple ways, mainly due to
the advent in social media platforms. IMC plays the role of bringing all
communication content transmitted via all available channels together –
including advertising, promotions, events and sponsorships – in order to
deliver a unified message to the potential and existing customers. A company’s
brand image therefore consists of sum of all points of contact that the
customer has with the company.  Hearing
the same message from the company through different media channel, from print
media to television and even social media, enhances the brand’s integrity and
also helps in establishing the brand’s image in the mind of the customer. Thus
the brand is able to form an attachment with the customer.”

IMC
is customer-centric

“Integrated Marketing
Communications is essential for all companies i.e. B2B or B2C. Its aim is
developing and maintaining a healthy two-way relationship with the customer.
This becomes particularly important for maintaining brand value, as today’s
modern customers want to interact with brands before, during and after a
purchase or service. In other words, “IMC builds the relationships that
build brands”. IMC is customer-centric i.e. it focusses on meeting the
requirements of the target market by taking into account customer feedback.”

John
Lewis and IMC

“In 2015 John Lewis’s Christmas
advertisement with Monty the Penguin became popular throughout
the world. Although this advertisement was meant to be played on TV, the
company also promoted the campaign through social & print media. A website,
a song, an app and a Twitter account were created just for Monty the penguin.
This developed a whole experience around Monty, using IMC. As a result, Monty
the Penguin became an internet sensation. PR professionals applauded John
Lewis’s marketing talent. The Twitter account had over 34,000 followers, and
the Android app alone was downloaded up to 50,000 times.

Coca-Cola
and IMC

“Coca-Cola is a well known
brand for its marketing and branding prowess. The launch campaign for their new
drink, Coca-Cola Life, demonstrated their innovative style by employing
multiple communication channels, with billboards, digital screen, print, social
media and point-of-sale advertising spread across over 9,000 locations, all
promoting a fully integrated message. Coca Cola even organized a campaign,
which was held in London, however anyone within Britain could participate by
uploading a photo with #CocaColaLife and #comp tags.

Both
these campaign are an example of integrated marketing communications at its
finest, when delivered across multiple channels.”