Effective and Consistent Message to Consumers - Research Paper Example

Branding is about perceptions rather than isolation of the thing branded (Isaac 2000, p. 6). Protecting and promoting the brand is therefore very important. However, it can be challenging given the relative ease with which it can be copied and the fierce competition in an increasingly technologically sophisticated marketplace (Johnson and Myatt 2003, 749).

Evident of Pre-reading
Building brand synergy among integrated marketing communications can be particularly tricky. This is because today there is a wealth of media technology facilitating communications globally. For marketing managers, the problem, therefore, turns on attempting to ensure brand integrity locally while simultaneously cultivating synergy globally (Aaker and Joachimsthaler 2009). This means ensuring that marketing brands must be coordinated among the integrated marketing communication elements in such a way as to deliver an effective and consistent message to consumers.

In marketing products, the focus must be on ensuring that brands maintain the same quality in terms of substance and packaging. In the service industry, branding is attached to the business rather than the product (Berry 2000, p. 128). As brands have the potential to clutter, confuse and crowd the market, building synergy is entirely important since there is an intense “proliferation of products, brands, and sub-brands” in the marketplace (Aaker 2004, p. 6).

The rationale for Literature Review

Branding has entered a new phase in the international business environment and permeates local markets as a natural consequence. The advances in modern technology particularly with respect to telecommunications have changed the way that businesses are required to coordinate brand promotion and protection. Moreover, competition is becoming increasingly fierce (Cravens, Piercy, and Prentice 2000, 369). Businesses are therefore taking steps to become what is characterized as “smart environments” (Raman and Naik 2006, p. 381). It is therefore important to study how the new technology is changing the way that advertisers are changing their brand marketing strategies and at the same time ensuring that there is synergy among multinationals.

Improvements in technology can also provide new challenges. As it is, it is far easier to imitate a brand and to effectively devalue or contribute to the devaluing of brands. This means that firms will have to take up the challenge of building synergy by internal and external communication techniques. Ultimately, the perception of Integrated Marketing Communications (IMC) is thought to be an effective method for building branding synergy (Raman and Naik 2006, p. 381). It, therefore, follows that research in branding significance, value and protection in the information age is entirely important for adopting TMC concepts of building brand synergy.