Some Aspects of Integrated Marketing Communication in Building Brand Equity

Authors

  • Reza Safarinejad Fard Faculty of Management, Universiti Teknologi Malaysia, 81310 UTM Johor Bahru, Johor, Malaysia
  • Abu Bakar Abdul Hamid Faculty of Management, Universiti Teknologi Malaysia, 81310 UTM Johor Bahru, Johor, Malaysia
  • Rozita Saadatmand Faculty of Management, Universiti Teknologi Malaysia, 81310 UTM Johor Bahru, Johor, Malaysia

DOI:

https://doi.org/10.11113/sh.v64n2.43

Keywords:

Integrated marketing communication (IMC), brand equity, building brands

Abstract

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.

Downloads

Published

2013-08-15

How to Cite

Fard, R. S., Abdul Hamid, A. B., & Saadatmand, R. (2013). Some Aspects of Integrated Marketing Communication in Building Brand Equity. Sains Humanika, 64(2). https://doi.org/10.11113/sh.v64n2.43

Issue

Section

Articles