Integrated Marketing Communication Strategy Report: Brand Equity

This report delves into the realm of Integrated Marketing Communication (IMC), highlighting its pivotal role in shaping brand equity and achieving a competitive edge, as supported by the work of Madhavaram, Badrinarayanan, and McDonald (2005). The report outlines the strategic importance of IMC, emphasizing its ability to foster brand awareness and cultivate a positive brand image. It explores the key components of an IMC strategy, including goal identification, target audience definition, and the necessity for top management support. Furthermore, the report underscores the significance of creativity in developing effective IMC strategies and the need for a cohesive brand strategy that accurately reflects the company's identity. This comprehensive analysis offers valuable insights into the development, planning, and execution of persuasive communication programs aimed at various stakeholders, both internal and external, to build a strong and sustainable brand presence.

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Strategy in IMC
Name
Institution

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Strategy in Integrated Marketing Communication
Integrated marketing communication has become widely used in many organizations
worldwide and has penetrated various levels in organizations. Integrated marketing
communication has grown to become an essential part of a brand strategy which needs vast
activities for development within the company before commencing any brand external brand
communication endeavours.
An article by Madhavaram, Badrinarayanan, and McDonald (2005) tries to explain
integrated marketing communications as a vital component of an organization’s brand equity
strategy. According to Madhavaram, Badrinarayanan and McDonald (2005), IMC that is
strategically oriented can assist a company to gain a competitive edge. A marketing
communication that is strategically developed contributes significantly to brand equity
(Madhavaram, Badrinarayanan and McDonald, 2005). If IMC is done effectively, it helps in
formulating brand awareness and which would likely result in a positive image.
Madhavaram, Badrinarayanan, and McDonald (2005) define integrated marketing
communication strategy as a set of procedures which include development, planning,
evaluation and execution of well organized and persuasive communication programs with
clients, potentials, employees and other stakeholders, both internal and external. An
integrated marketing communication forms an important part of brand equity strategy.
To formulate an effective IMC, the first step, according to Madhavaram,
Badrinarayanan, and McDonald (2005), is to identify goals for the marketing campaign and
the potential limitations. Defining a target audience is an important aspect developing an
IMC strategy. It is always crucial to have an audience that is accessible, profitable and who
are receptive to the brand (Madhavaram, Badrinarayanan and McDonald, 2005). Creativity is
essential in developing a strategy. For an IMF strategy to work, it must receive support from

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the top management (Madhavaram, Badrinarayanan and McDonald, 2005). A brand strategy
must portray the accurate picture of a company.

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Reference
Madhavaram, S., Badrinarayanan, V., & McDonald, R. E. (2005). Integrated marketing
communication (IMC) and brand identity as critical components of brand equity
strategy: A conceptual framework and research propositions. Journal of advertising,
34(4), 69-80.

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