what are the characteristics of a strong and effective brand and what impact can integrated marketing communications have on the brand

Characteristics of a strong and effective brand and the Impact of integrated marketing communications have on the brand

Introduction

Having been able to realize the importance of brands and brand names more and more organisation are trying to have a strong brand to ensure that their product and services will survive in the stiff competition in the globalize economy , brand extension , emerging markets and many other aspects which affects the performance of an organisation (Laforet Saunders , 1999 . Accordingly , scholars in marketing , corporate communications and public relations are in great concern when

it comes to having an identity that will make them standout in the market place (Balmer Wilson , 1998 . Some industry believed that brand has an intrinsic value in strengthening the identity of an organisation because it does not only convey who or what the company is , but it also includes the very based of all strategic communication (Kotler , 2004 Furthermore , branding can also be considered as a way of announcing the identity of the company (Asher , 1997 . Herein , the consideration of the marketing with regards to branding is to be able to create an intuitive and memorable image for the products , services as well as the firm itself by presenting and providing what is distinct and special about the organisation

Primarily , the main goal of this is to analyse the characteristics of a strong and effective brand and its importance with the company . In addition , this will also provide discussion of the impact of integrated marketing communication in the brand image or branding approach of an organisation . This will attempt to understand the relation of brand with the performance of the company and the important role that integrated marketing communication is playing to create and develop strong and effective brands

Characteristics of a Strong and Effective Brand

In the society of consumption , individuals are consciously finding image and status by the self-image and lifestyle . It is said that brand image is something which is complicated to concretize as it only deals with impression of the target market . As mentioned , each and every organisation in the marketplace is trying to establish strong brands to compete with their rivals and sustain their competitive position and advantage . Accordingly , brand is defined as a term , name , design , symbol or any combination of these aspects , to determine a company products or services provided by the organisation . In addition , it is known that brands are the names used to differentiate the company products or services from the competitors (Kotler , 1997 , like the brand of Nokia Sony , Toyota , Nike , Adidas , IBM , Apple and others famous and competitive brands . In addition , brand is a corporate identity which provides intangible benefits aside from the usage by the products which makes it difficult for other company to imitate (Farquhar , 1990 . This is the important role that the brand plays in marketing competition Furthermore , many organisations recognised brands as one of the most precious assets which enable them to sustain their competitive advantage among their rival (Aaker , 1991...