Paper Example on Integrated Brand Communication and Its Benefits

Introduction

Integrated brand communication is the planning and the integration of advert-like as well as the promotion -like messages, with the aim of achieving the commonly set objective of delivering a single unified message to the targeted consumer. It is a leadership practice which relays the message and the actions of a company, while at the same time aligning the company's promise to its consumers, after that creating lasting customer relations which in return increases the sales as well as the sustainability of the brand value( Porcu et al.,2012). A precise, pleasing and consistent presentation of a brand makes it be perceived as of more quality, and more trust is accorded to it after that. Integrated brand communication is highly beneficial in the sense that it enables s a company to increase their sales and to increase profitability. The fact that the brand is more appealing and trustworthy makes it easier to sell and to attract more revenue. Additionally, integrated brand communication leads to pleasing interaction between the various stakeholders. Strong customer relation is created, therefore, through integrated brand marketing (Zulu, 2015).

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Integrated Brand Communication Example

An example of a product which has been marketed through the integrated brand communication is the Always sanitary towel. Always demonstrates the characteristics of integrated branding in several ways. It has a consistent brand identity, in the sense that it uses the same logo, same color pallet and same design across the different communication tactics. Secondly, this product has a consistent brand essence. The brand values do not change across the various communication platforms. The third aspect is the consistent brand personality.it has been able to create a stronger consumer bond through its distinctive, consistent character. Always has an appropriate mode of communication, another distinguishing factor which includes it in the list of products with integrated brand marketing. It uses the communication tactics which are appropriate for its customers such as live television ads. Proctor and Gamble, the owner of Always, use a happy and convincing tone to persuade the consumers of the goodness of the product. "Stay happy" always is a slogan that has been adapted to bring about the opinion that there are some forms of happiness attached to the use of Always. A consistent, confident personality is implied in the brand with the much energetic style used in the marketing of the brand. The primary communication channels used by Always in their marketing are broadcasting media such as televisions and radios, the social media as well as other internet platforms. There has been effective utilisation of these channels by always in the sense that the targeted audience is reached. The television ads are for example tuned within intervals such as the consumer easily gets to hear the message. They also ensure that they put the cultures of the various countries into consideration as they make the adverts.

Effective Integrated Brand Communication Case Study: Coca-Cola

Coca-cola as a brand has existed for over one hundred and twenty-nine years. It has employed integrated brand communication over the years. With its aggressive advertising campaigns, Coca-Cola has been ranked number one soft drink all over the world. The intergraded marketing components used by Coca-Cola include mass media which entails the televisions ads and print media ads. The Coca-Cola adverse has had a high profile in marketing history, with its main ads having an intensive impact on culture and society. The Coca-Cola has distinctive characteristics which qualify it for an integrated brand marketing product.it has the consistent bottle design and logo which are recognizable throughout the world. Coca-Cola portrays a younger personality often depicted in a joyous tone.

Five Examples of the Brand's Communication Tactics

Web-based and social media marketing are some of the communication tactics used by Coca-Cola. The social media tactic is majorly used for benchmarking since Coca-Cola is already known worldwide. There is little if any audience building is needed but the message relayed is always consistent (Stringer, G., & Stringer, 2015). The web-based marketing majorly focuses on showing the Coca-Cola design and functionality. The other tactic used by Coca-Cola is the point of sales and the point of purchase materials. The posters and stickers bear different Coca-Cola messages within the various stores. They include the Coca-Cola freezers and the display racks (Mulhern,2013). The other communication technique deployed by Coca-Cola is the TV commercials. Coca-Cola does numerous TV commercials, with consideration to both the urban and local consumers. It also pays much attention to the culture of the country in which the advert is made. Outdoor advertising through billboards and hoardings which are made across the roads and along the streets is another communication tactic used by the Coca-Cola c company (Young, 2014).

How to Achieve Improved Integrated Brand Communication

Much more would have been done for the betterment of the coca cola integrated brand communication. Instead of a single brand, the company would have used the different brands in the marketing communication campaigns. This would have presented a diversity of brands to choose from, while at the same timed retaining the consistency and the personality of ciocacola.it would have somehow led to the coca cola's increased market share. Less than optical integration has been done on the communication of coca cola's design. Instead of being consistent in the bottle shape, it keeps changing from time to time, leading to a little bit of confusion and thus having an impact on the sales of the product(Andrews & Shimp,2017).

If I were the Coca-Cola brand manager, I would take some actions to ensure that the brand is less confusing and to make it more integrated into the campaign. First, I would ensure that the red and black color is retained while meeting the different customer demands. The zero sugar coke, for example, would maintain the two legendary Coca-Cola colors. Instead of using the celebrities in the different Coca-Cola advert6s, I would propose that the ordinary citizens in the various countries are used instead. That aspect would limit the confusion which comes about when a consumer struggles to figure out the relationship that exists between the celebrities and the Coca-Cola drink. I would figure out a different way of manifesting style and the excellent lifestyle which is connected to t6he Coca-Cola brand. My activities would highly benefit the Coca-Cola brand business represent ted in the campaign. The two color retention, for example, would ensure that the consumers quickly identify the Coca-Cola brand everywhere. The use of non-celebrities in the adverts would create some form of association between the ordinary consumer and the brand. The sales would, therefore, increase given the fact that the consumers shall have attained an attachment to the product.

References

Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing communications. Nelson Education.

Mulhern, F. (2013). Integrated marketing communications: From media channels to digital connectivity. In The Evolution of Integrated Marketing Communications (pp. 19-36). Routledge.

Porcu, L., Barrio-Garcia, S. D., & Kitchen, P. J. (2012). How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects.

Stringer, G., & Stringer, F. F. U. G. (2015). Case of Study: Coca Cola Integrated Marketing Communictions. Consultado el, 5.

Young, A. (2014). Brand media strategy: Integrated communications planning in the digital era. Springer.

Zulu, S. P. (2015). The relationship between brand orientation, customer orientation, competitor orientation and brand distinctiveness in SA Retailing (Doctoral dissertation).