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Creating and Sustaining Brand through Marketing Communications

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General public
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psychology
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London

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Daniel V.
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documents in English
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case study
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13 pages
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  1. Introduction
  2. Integrated Marketing Communications
  3. Brand
  4. Consumer and Consumer Behavior
  5. How Do Brands Help In Decision-Making?
  6. How Do Brands Help In Decision-Making?
  7. Conclusion

The following dissertation provides an examination of the contribution of maintaining an integrated marketing communication to build and support the brands. In build up to the objective of the text, several concepts are sufficiently oriented. Further, an evaluative approach is maintained in the text with a special focus maintained to branding communication and integrated marketing communications. With the dynamism characterizing the present competitive market, maintaining a competitive differentiation through brands lies as an invaluable approach to survive the short-term market volatility and attain long-term presence in the market. Firstly, the key determinants influencing the consumer behavior are scrutinized in detail to provide a fundamental approach to understand the consumer's purchasing decision. Secondly, adopting IMC involves creating a synergy in the application of all promotional tools and striking the models that best track consumer behavior and influence the consumer purchasing decisions.

[...] (2003). Be Your Own Brand: a Breakthrough Formula for Standing out from the Crowd. Berrett-Koehler Publishers. Robertson, S. (2010). I Believe that Brands Should Embrace the Dark Side. Campaign Shimp, T. A. (2010). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications ed.). Mason: Cengage Learning. Smith, P. P., & Zook, Z. (2011). Marketing communications. [...]


[...] european law publ. Kay, M. J. (2006). trong brands and corporate brands. European Journal of Marketing, 742-760. Lusch, R. F., & Vargo, S. L. (2006). The Service-dominant Logic of Marketing: Dialog, Debate, And Directions. New York: M.E. Sharpe. McNally, D., & Speak, K. D. [...]


[...] Similarly it is an action-based on attaining sales targets by strengthening brand preference (Egan p. 108). However, the innovative introductions are only copycat improvements which like new introductions require greater investment in marketing communications to provide better understanding and awareness in the marketplace (Egan p. 109). Unique selling proposition (USP) saves consumers time as it prioritizes communicating why the product or service is different to stand out from rival products. Despite the significant investment, the model may fail to gain the attention where there exist cheaper and quality substitutes (Chartered Institute of Marketing p. [...]


[...] Monitoring the behavior exhibited by consumers assist the marketers design branding communication that tracks successive stages of the purchasing decision process. Subsequently, marketing communications seek to change the misunderstandings surrounding the product descriptions, attribute priorities, perception and changing brand associations (Wood p. 9). Integrative brand communication seeks to innovatively influence the consumer perception and loyalty to position the brand image in the minds of consumers by keeping pace with their dynamic requirements. In practice, understanding consumer behavior establishes an interactive bond where marketers modify their promotional mix to satisfy the ever-changing needs of the target audience (Solomon, 2011). [...]


[...] Establishing a strong brand in the market today is invaluable in the volatile market by establishing brand image that goes beyond the usual market standards. Here, brand equity exists as the differential convincing power to occupy a distinct place in the consumer's mind, translating into profits (Verma p. 188). The brand creates a long-term awareness and the focal point of the unique features that consistently attract the consumers. Lastly, brands allow the company to solve the competitive dynamics in a blueprint that consistently aims to build superiority over rivals in the market (Verma p. [...]

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