Literature Review on the role of IMC in building and maintaining brand Article

Literature Review on the role of IMC in building and maintaining brand equity - Article Example Globalization has increased the level of competition in the domestic as well as international markets. Though this has improved competition and the quality of products, it has made consumers think twice before investing in a product. This means that consumers have become vary of their needs and selection. Unless a company is able to bring a customer to it, they will end up being sidelined for better-known brands. Pickton and Hartley observed that it was difficult to conceptualize the influences that organizations needed to achieve integration. The many levels and dimensions of integration posed individual and collective difficulties. So complex and laborious was the practice, that to implement IMC, it required the dedicated and wholesome involvement of the whole organization, right from its chief executive to their agents and vendors. Considering the complexity of such a study, this paper attempts to elicit the role of IMC in organizations; their market orientation and brand orientat ion, for they both have an important role in the implementation of IMC. This paper will strive to delve on the finer aspects of the strategic component of IMC; taking into account the cultural and learning requirements of positioning brands, and how they can build a competitive edge through brand equity. In order to understand the concept of IMC in the real-life scenario, this paper takes a look at some of the trend-setters in the highly competitive world of fashion.