Marketing Communications In the Development of Brand Identity

One of the most crucial aspects applied within organizations entails the application of integrated marketing communication as it facilitates interaction within different levels of the organization in maintaining the branding strategy. Nevertheless, integrated marketing communication largely contributes towards the development of a brand identity as well as the brand equity within an organization (Ratnatunga and Ewing, 2005).
Therefore, it is important to realize that integrated marketing communication should be applied in place of diverse and limited-focus promotion tools, and that brand management should be utilized in the instigation and maintenance of a continuous interaction with the customers with the aim of enhancing long term relationships.
This paper aims at determining how contemporary marketing communications research may be applied in the portray of how integrated marketing communications strategy facilitates in the achievement of marketing communication objectives. The achievement of these elements will involve the provision of a representation of brand equity strategy that describes the role of integrated marketing communication in the creation and sustenance of brand equity (Ratnatunga and Ewing, 2005).

These aspects will also require description of the role played by brand identity in the provision of information, assistance, and guidance towards the development, implementation, and nurturing of the organization’s overall integrated marketing communication strategy. Additionally, the paper will bring out a theoretical framework as well as in-depth research based on integrated marketing communication theory development with emphasis on the Hp Company. The last part of the paper will discuss the implications and the opportunities that may be applied in future quantitative and qualitative research.
Definitions of Key Terminologies
Some of the essential terminologies involved in this research entail a brand, marketing communications, and brand identity. A brand describes the name, symbol, term, sign, and other features used in the identification of products belonging to a particular with minimal similarity from the products of their competitors.
Subsequently, a brand facilitates the differentiation of one firm from its competitors through the representation of the firm’s products, philosophy, and business identity. Marketing program plays an essential role in branding because they help in linking a brand to the target customers (Nowak et al, 2008). Besides product, distribution and price strategies, marketing communication is the most adaptable element in the entire marketing program.
Marketing communication offers communication means that aid a brand to represent its voice, establish relationship and create conversation with customers. Brand identity refers to a unique array of brand associations, which brand marketers focus to create and sustain. In addition, brand identity regards how firms seek to identify themselves and represent what they stand for. Brand identity originates from within the firm; therefore, a sturdy brand should grasp a clear and rich brand identity.
Brand identity goes beyond brand name, logo, packaging, slogan (which are visual facets) to include the business philosophy, commitment, promise, and vision behind the brand, which the firm seeks to express to customers (Nowak et al, 2008). The ability of measuring the vigor of the continuing brand relationships has been fostered through the use of advanced technology that enables interactive integrated marketing communications.
The comprehension of the nature and value of consumer relationships, it has become practical for marketers to classify consumers based on how they value the brand, as well as the worth of a brand to customers. Where modest relationships subsist, they may be strengthened, and where they are sturdy, they could be strengthened. The marketers can become optimistic in the development of substantial interactions with attractive potential and actual customers through comprehending the reciprocity that should subsist between the two.
Besides, in order for HP to depict the integrated marketing communications that may foster brand identity, they should commence with a highly well-defined brand identity. These elements would allow the company to focus on initiatives that develop and define brand identity. Consequently, the brand managers within the company should focus on communicating the popular brand identity together with each person responsible for the company’s marketing communications practices.
Most importantly, after clarifying the brand aims, through clear and accurate communication to the brand stewards, the integrated marketing communication program should initiate. Additionally, regardless of whether external or internal to the company, in case the brand stewards possess an accurate and clear brand identity comprehension, they are capable of developing a comprehensive and strategic integrated marketing communications program that more accurately and clearly communicates the brand identity.
Lastly, feedback obtained from consumers, prospects, or even the public about image of the brand and its awareness, as well as the feedbacks from other entities within the business environment, such as competitors, would facilitate brand owners to fine-tune their brand image approach, as well as its integrated marketing communications strategy. Therefore, the company should pay certain attention toward brand-oriented market information from within the business environment.
Consequently, further descriptive research should be done focusing on the reasons as to why the novel marketing communications tools are hardly as all the rage as one may think they are. In addition, the comparison of the brand identity building blocks and the use of novel marketing communications tools within diverse markets is also a very significant topic for further studies.
References

Acheampong, I., & Asiedu, K. A. (2014). Integrated Marketing Communications: A Customer-Focused Approach in Marketing Modern Businesses. SSRN Electronic Journal. doi:10.2139/ssrn.2159874
Jankovic, M. (2012). Integrated Marketing Communications and Brand Identity Development. Management – Journal for theory and practice of management, 17 (63), 91-97.
Kaynak, E., & Zhou, L. (2010). Brand equity, branding, and marketing communication in emerging markets. Abingdon: Taylor & Francis.
Luxton, S., Reid, M., & Mavondo, F. (2014). Integrated Marketing Communication Capability and Brand Performance. Journal of Advertising, 44(1), 37-46. doi:10.1080/00913367.2014.934938
Madhavaram, S., Badrinarayanan, V., & McDonald, R. E. (2005). Integrated Marketing Communication (IMC) and Brand Identity as Critical Components of Brand Equity Strategy. Journal of Advertising, 34 (4), 69-80.
Nowak, G., Cole, G., Kirby, S., Freimuth, V., & Caywood, C. (2008). The application of “integrated marketing communications” to social marketing and health communication: Organizational challenges and implications. Social Marketing Quarterly, 4(4), 12-16. doi:10.1080/15245004.1998.9961011
Petek, N. & Ruzzier, M., (2007). Brand Identity Development and the Role of Marketing Communications: Brand Experts’ View. Journal of Managing Global Transitions, 11 (1), 61-78.
Ratnatunga, J., & Ewing, M. T. (2005). THE BRAND CAPABILITY VALUE OF INTEGRATED MARKETING COMMUNICATION (IMC). Journal of Advertising, 34(4), 25-40. doi:10.1080/00913367.2005.10639214
Saravudh, A. (2005). Integrated Marketing Communications and Market Planning: Their Implications to Brand Equity Building. Journal of Promotion Management, 11 (1), 101- 125.

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