Strategic Integrated Marketing Communications, 4th Edition

2 Brands and IMC

DOI: 10.4324/9781003169635-3

The key to building a brand, beyond the obvious marketing considerations such as a viable product, effective pricing strategy, and distribution, is to correctly position the brand, and build a positive brand attitude that will lead to strong brand equity. This is what gives a brand meaning, and it is marketing communication that drives the meaning of a brand. One could argue (and we do) that without marketing communication, and especially advertising, it would be difficult, if not impossible, to have what we understand as a brand.

Effective IMC assumes a consistent positioning and communication strategy across every contact with the market, building a strong positive brand attitude. Without it, ...