The strategic role of integrated marketing communication in building brand value

Amália Celina Fenias Cutane  Comiche; Bruno Miguel Ferreira  Gonçalves

doi:10.18282/inm669

Amália Celina Fenias Cutane Comiche ISCTEM,, Instituto Superior de Ciências e Tecnologia de Moçambique, Maputo 1100, Mozambique
Bruno Miguel Ferreira Gonçalves CIEB, Instituto Politécnico de Bragança, Bragança 5300-253, Portugal

Article ID: 669

65 Views, 30 PDF Downloads

DOI: https://doi.org/10.18282/inm669

Keywords: integrated marketing communication; active role; promotion; brand value; marketing strategy

Abstract

The research, guided by an essential question about the optimization of Integrated Marketing Communication (IMC) in the face of current challenges in communication and marketing, focused on studying the active role of this strategy in promoting brand value. The main objectives were to analyze the active role of IMC in consumer perception of brand value and to examine its contribution to strengthening brands. To achieve these objectives, we used bibliographical research with a qualitative approach based on a critical analysis of the literature already published in articles, journals, and books. The results of the research showed the crucial importance of coherence and consistency in the brand message as determining factors for the success of CIM. The continuous adaptation of CIM to changing consumer preferences and market dynamics has become a key strategy for companies. CIM has also proven to be a powerful tool for creating authentic narratives and delivering consistent experiences. Finally, the research concluded that the strategic management of CIM, anchored in an in-depth understanding of brand identity, is crucial to establishing lasting emotional connections with consumers, thus boosting brand value.

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