Dawar (2004, p.31) stated:
"Advertisement and promotion of brands drive traffic and sales volume; marketing efforts and their outcomes measured and managed at brand level; and brands, central to a firm's responses to short-term competitive moves. In effect, brands have become the focal point of many a company's marketing efforts and are seen as a source of market power, competitive leverage and higher returns."
Globalisation 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 (1998, p. 450) observed that it was difficult to conceptualise the influences that organisations 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 (Luxton, 2005).
Considering the complexity of such a study, this paper attempts to elicit the role of IMC in organisations; their market orientation and brand orientation, 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 (Luxton, 2005).
In order to understand the concept of IMC in real-life scenario, this paper takes a look at some of the trend-setters in the highly competitive world of fashion.
Achieving Brand Resonance is the dream of all business organisations. It is at this pinnacle that the leader looks down at competition. This is no mean achievement, and even far more difficult to hold on to. Roger Federer is the Brand Resonance of ATP. Through tough and strict regime, he accomplished what others seek to emulate. Holding onto this is far more difficult. In order to sustain himself t the top, Federer has to study and overcome difficulties that other players find hard to overcome.
Millions of people watch him play. This is what attracting the audience all is about (Keller, 2003).
IMC practitioners develop a single, consistent message that is then distributed through multiple communication channels, such as advertising, public relations, direct marketing, and sales promotion to improve their market awareness and access. What better than to develop a strategy that instigates a two-way dialogue In a world where instant messaging through PDAs, iPods, and blogs have become household names, marketers find innovative methods of messaging that are precise,