INTEGRATED MARKETING COMMUNICATION (IMC) AND BRAND IDENTITY AS CRITICAL COMPONENTS OF BRAND EQUITY STRATEGY: A Conceptual Framework and Research Propositions

@article{Madhavaram2005INTEGRATEDMC,
  title={INTEGRATED MARKETING COMMUNICATION (IMC) AND BRAND IDENTITY AS CRITICAL COMPONENTS OF BRAND EQUITY STRATEGY: A Conceptual Framework and Research Propositions},
  author={Sreedhar Madhavaram and Vishag A. Badrinarayanan and Robert E. McDonald},
  journal={Journal of Advertising},
  year={2005},
  volume={34},
  pages={69 - 80}
}
This paper presents integrated marketing communication (IMC) and brand identity as critical components of the firm's brand equity strategy. Specifically, the authors provide a brand equity strategy schematic that details (1) the role of IMC in creating and maintaining brand equity, and (2) the role of brand identity in informing, guiding, and helping to develop, nurture, and implement the firm's overall IMC strategy. The authors also present a conceptual framework with testable research… Expand
A multi-stakeholder IMC framework for networked brand identity
Purpose Past integrated marketing communications (IMC) frameworks have established brand contacts as important sources of information and feedback. This paper aims to discuss how theExpand
Brand Identity Development and the Role of Marketing Communications: Brand Experts’ View
Recently academics outlined the importance of brand relationships and brand experiences as building blocks of brand identities. New marketing communication tools, which enable interactions andExpand
SME brand building and management: an exploratory study
Purpose – The purpose of this paper is to assess brand identity, equity and brand management in SMEs.Design/methodology/approach – The methodology is based on the analysis of four site cases ofExpand
The Implementation of Integrated Marketing Communication (IMC) Principles in Branding and Advertising: A Conceptual Exploration
Theorists and advocates of Integrated Marketing Communication (IMC) behold that IMC was an innovation to rescue the downward of advertisement industry and to strengthen the strategic and tacticalExpand
Brand strategies of Jordanian telecommunications service providers
This article reports on an exploratory investigation into the brand strategy of the telecommunications service providers in Jordan, and thereby contributes to the limited research into brand strategyExpand
Do adhocracy and market cultures facilitate firm-wide integrated marketing communication (IMC)?
The conceptualization of integrated marketing communication (IMC) has evolved from the marketing communications-centered approach (in the early 1990s) to a broader, firm-wide organizationalExpand
Some Aspects of Integrated Marketing Communication in Building Brand Equity
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 21Expand
Integrated marketing communications, brand equity, and business performance in micro-finance institutions: An emerging market perspective
ABSTRACT The study investigates the role of integrated marketing communications (IMC) and its effect on brand equity (BE) and business performance (BP) in Ghana’s microfinance institutions (MFIs). AExpand
Integrated Marketing Communication Capability and Brand Performance
Drawing on the resource-based view (RBV) of the firm this research investigates how an integrated marketing communication (IMC) capability drives a brand's financial performance through influencingExpand
How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry.
Abstract As the most recent approach of communication management, the integrated marketing communication (IMC) programmes, enhanced by the advancements in information and communication technologyExpand
...
1
2
3
4
5
...

References

SHOWING 1-10 OF 65 REFERENCES
Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation
Classical models of brand management pay insufficient attention to staff as brand builders, placing more emphasis on external issues such as image. This paper explores the significant contributionExpand
Managing Brand Equity
The purpose of this study is to discuss and elaborate the main issues encountered in managing brand equity. In order to achieve this purpose, we first analyse the concept of brand equity; second, weExpand
IMC, brand communications, and corporate cultures: Client/advertising agency co‐ordination and cohesion
The concept of integrated marketing communication (IMC) has received considerable coverage in the literature, but even its most ardent supporters have noted problems in translating the concept intoExpand
Brand Orientation: A Mindset for Building Brands into Strategic Resources
Learning to see intangible values and symbols as resources is the necessary step in brand orientation. At certain companies, this can mean a step into a new reality - brand reality. A new way ofExpand
A Communication-Based Marketing Model for Managing Relationships
The authors propose a communication-based model of relationship marketing and discuss how communication (rather than persuasion) is the foundation of the “new” customer-focused marketing efforts. TheExpand
Building Strong Brands
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, "Managing Brand Equity, " managersExpand
IMC–performance relationship: further insight and evidence from the Australian marketplace
As markets become increasingly competitive and the associated brand-related marketing communications activity more frenetic, the need to understand how to gain better outcomes from marketingExpand
Internal market orientation: Construct and consequences
Research in services has long recognized the need for managers to focus internally on employees as well as externally on customers. This internal focus is the domain of internal marketing. DespiteExpand
Exploring Managers' Perceptions of the Impact of Sponsorship on Brand Equity
Abstract Sponsorship of sporting and other events has become an increasingly popular marketing communications vehicle. However, little research has investigated how sponsorship participation isExpand
Building Brand Identity: A Strategy for Success in a Hostile Marketplace
BUILDING BRAND IDENTITY. The Brand Identity Strategy. Evaluating the Brand Reality. Indivisualizing the Customer. Prompting a Power Positioning. Humanizing the Identity. IDENTITY BUILDING IN THE REALExpand
...
1
2
3
4
5
...