Some Aspects of Integrated Marketing Communication in Building Brand Equity

2013 ◽  
Vol 64 (2) ◽  
Author(s):  
Reza Safarinejad Fard ◽  
Abu Bakar Abdul Hamid ◽  
Rozita Saadatmand
Keyword(s):  
Brand Equity ◽  
Competitive Market ◽  
Marketing Communication ◽  
Price Promotion ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Product Price ◽  
Brand Communication ◽  
To Receive

Integrated marketing communication (IMC) has become generally accepted, has outspread various levels within the firms, and has become an impartible component of brand. In the competitive market in 21 century, archive to a systematic brand communication is the way to moving forward and increase the performance of the firms. Marketing communication has important role to building and maintaining the shareholders communications and affect them on the terms of brand equity. For the integrated marketing communication we can mention to brands as central IMC.  Marketing communication recognizes as voice of the brand and it is a way for any organization to make contact with consumers to introduce their product.  For developing the brand equity the best way is marketing communication, more ever marketing communication help to the firms to receive the desirable responds from consumers. However, many factors have influence on brand equity such as, product, price, promotion and sale, but in this paper we considering the effect of IMC on brand equity. In this paper we provided a discussion about the positive linkage between IMC and brand equity. In this paper according to impact of IMC on brand equity, we provide the details of the role of IMC in building and maintaining strong brand equity.

scholarly journals Relationship Between Integrated Marketing Communication and Brand Equity

2021 ◽  
Vol 5 (2) ◽  
Author(s):  
Nadia - Theodora
Keyword(s):  
Literature Review ◽  
Brand Equity ◽  
Direct Relationship ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Simultaneous Application ◽  
The Relationship

This study will try to explain the relationship between the application of integrated marketing communication (IMC) and its influence to the establishment and development of brand equity and also will look at the role of each element of integrated marketing communication to brand equity. This article uses the literature review method by summarizing the result of various credible studies that highlight the relationship between IMC and brand equity. The result shows that there is a direct relationship between the simultaneous application of all elements of IMC to the formation of brand equity. But partially each element of IMC has its own impact on the formation of brand equity, depending on the context of the company, region, time, and target consumers.Keywords : Integrated Marketing Communication, Brand, Brand Equity, IMC

scholarly journals RESEARCH ON THE ROLE OF ARTIFICIAL INTELLIGENCE TECHNOLOGY IN UNIVERSITIES BRAND INTEGRATED MARKETING COMMUNICATION

2021 ◽  
pp. 83-85
Author(s):  
Lingling Wu ◽  
Yury Danko
Keyword(s):  
Artificial Intelligence ◽  
Communication Channels ◽  
Current Situation ◽  
Technical Support ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Brand Building ◽  
Artificial Intelligence Technology

With the intensification of competition among universities, brand building has gradually become an important content that universities at home and abroad attach great importance to. In the current situation of declining influence of traditional publicity channels and limited influence of self-built media, artificial intelligence technology can provide all-round technical support for university brand integrated marketing communication in terms of communication content and communication channels.

scholarly journals STRATEGI KOMUNIKASI PEMASARAN THE GOODS DEPT UNTUK MENARIK PEMBELI MILLENIAL (Studi Pada The Goods Dept Pondok Indah Mall)

2020 ◽  
Vol 4 (1) ◽  
pp. 1
Author(s):  
Faradina Aulia Putri ◽  
Nuriyati Samatan
Keyword(s):  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Product Price ◽  
Purposive Sampling

Toko retail sekarang mulai digandrungi masyarakat terutama remaja bahkan yang sudah dewasa, karena banyak pilihan dan lengkap. Strategi komunikasi pemasaran tentunya dibutuhkan setiap toko atau perusahaan yang ingin produknya dikenal oleh masyarakat. Berdasarkan alasan tersebut, memotivasi peneliti untuk mengkaji bagaimana Strategi Komunikasi Pemasaran The Goods Dept untuk Menarik Pembeli Millenial. Penelitian ini bertujuan untuk mengetahui bagaimana strategi komunikasi pemasaran The Goods Dept dalam menarik pembeli millenials. Dalam penelitian ini peneliti menggunakan teori Integrated Marketing Communication yang mempunyai konsep dasar pengembangannya  mengenai strategi komunikasi pemasaran dan empat bauran pemasaran yang terdiri dari product, price, place, dan promotion. Metode yang digunakan dalam penelitian ini adalah kualitatif purposive sampling dengan mengambil sampel dengan pertimbangan tertentu. Berdasarkan hasil penelitian yang telah dilakukan, maka dapat ditarik kesimpulan mengenai hasil penelitian yaitu dengan selalu mengikuti trend zaman sekarang setiap tahunnya dan mempunyai visi utama untuk selalu mendukung para brand lokal, memanfaatkan teknologi yang ada untuk berinteraksi dengan konsumen terutama para millenials yaitu dengan menggunakan media sosial Instagram, web store, directmarketing, berinteraksi dengan konsumen, sponsorship, dan corporateidentityKata Kunci: Strategi Komunikasi Pemasaran, Menarik Pembeli, Millenials.

scholarly journals PENGARUH INTEGRATED MARKETING COMMUNICATION TERHADAP BRAND EQUITY PERBANKAN SYARIAH DI KOTA MALANG

El Dinar ◽  
2014 ◽  
Vol 1 (02) ◽  
Author(s):  
Yayuk Sri Rahayu
Keyword(s):  
Brand Equity ◽  
Sampling Method ◽  
Public Relation ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication

<p>This research aimed to know the influence of integrated marketing communication to brand equity of sharia banking at Malang simoultaneusly and partially. Used 102 respondents with accidental sampling method and data was analized by multiple linier regression. The result shows, first, integrated marketing communication influenced simoultaneusly to brand equity of sharia banking at Malang. Second, only one variable that influenced partially to brand equity of sharia banking at Malang, the variable is public relation. So there is not dominant variable.</p> <p> </p>

scholarly journals The Role of Integrated Marketing Communications in Enhancement of SMEs Growth in South Africa

2015 ◽  
Vol 7 (2(J)) ◽  
pp. 139-144
Author(s):  
Lawrence Mpele LEKHANYA
Keyword(s):  
South Africa ◽  
Literature Review ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Tools ◽  
Starting Point ◽  
Communication Approach

The intention of this paper is to discover and empirically test the knowledge gap exist with regard to the role that integrated marketing communication (IMC) plays in the enhancement of SMEs growth. A quantitative approach is followed in this paper, with a questionnaire as the research instrument and questionnaire items established through a literature review. A sample of 374 SMEs owners/managers agreed to complete the questionnaire. In order to give a descriptive overview of variables relevant to the objectives of the study, a Cronbach test was performed. Certain ability in marketing communication by SMEs was evident from the sample. However, very few marketing communication tools are fully applied in order to enhance SMEs growth. A significant starting point, in attaching importance to the role of IMC enhancement of SMEs growth, is constituted by this paper’s sample, even though it is restrictively small. Practitioners may, from this paper, understand where intervention guidelines are needed, in order to improve an IMC plan needed for SMEs. Compared to previous research done on large company practices, this paper represents an original trial to empirically apply the marketing communication approach within SMEs.

scholarly journals KOMUNIKASI PEMASARAN TERPADU DAN EKUITAS MEREK ALFAMART

2016 ◽  
Vol 1 (1) ◽  
pp. 27
Author(s):  
Jehuda Ghrahito Hutomo Krussell ◽  
Eristia Lidia Paramita
Keyword(s):  
Data Analysis ◽  
Brand Equity ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Interactive Marketing ◽  
Retail Business

In past few years, retail business has significantly improved. Company needs marketing strategy to raise their competitiveness and make a good brand equity. One of these strategy that can be used is Integrated Marketing Communication. This study aimed to examine the influence of integrated marketing communication toward brand equity. This study was a quantitative study. The sample of 150 respondents were taken by using purposive sampling. The data analysis used multiple linear regression. These findings showed that dimension of integrated marketing communication consists of Advertising, Sales Promotion, Personal Selling, Public Relation, Direct Marketing, Interactive Marketing, and Corporate Design together influence Alfamart Brand Equity. While partially, only Sales Promotion, Personal Selling, and Corporate Design has significantly influence Alfamart Brand Equity

Sign in / Sign up

Export Citation Format

Share Document