The impact of integrated marketing communications on brand perception: An evaluation of a multinational firm in Lagos, Nigeria.
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Background of the study:
Integrated Marketing Communications (IMC) brings together various promotional tools to deliver a consistent brand message. For multinational firms in Lagos, effective IMC is critical to navigate diverse consumer segments and cultural landscapes. This study examines how a coherent blend of traditional and digital media channels influences brand perception, customer trust, and overall market performance (Chinwe, 2023). By synchronizing advertising, public relations, and digital marketing, companies can reinforce brand identity and ensure message consistency across multiple touchpoints. The research explores the strategic implementation of IMC, discussing how harmonized communications can address the challenges of fragmented marketing efforts. It further analyzes the role of technology and data analytics in monitoring campaign effectiveness and adapting strategies in real time (Obi, 2024). Overall, the study provides a comprehensive evaluation of how integrated marketing communications contribute to shaping positive brand perceptions and enhancing competitive positioning in a dynamic market environment.
Statement of the problem:
Multinational firms in Lagos face challenges in maintaining a consistent brand image across diverse markets due to fragmented marketing channels. Despite significant investments in integrated marketing communications, discrepancies in messaging and cultural misalignments often undermine brand perception. This study aims to address these issues by identifying the barriers to effective IMC and offering solutions to achieve a unified brand narrative (Chinwe, 2023).
Objectives of the study:
To assess the impact of integrated marketing communications on brand perception.
To identify challenges in implementing effective IMC strategies.
To propose recommendations for ensuring message consistency across channels.
Research questions:
How does IMC influence consumer brand perception?
What challenges hinder the effective integration of marketing communications?
What strategies can improve the consistency of IMC in multinational firms?
Significance of the study:
This study is significant as it offers insights into the benefits and challenges of integrated marketing communications. The findings will help multinational firms in Lagos optimize their communication strategies, enhancing brand perception and fostering stronger consumer trust, which is critical in a competitive market (Chinwe, 2023; Obi, 2024).
Scope and limitations of the study:
This study is limited to evaluating integrated marketing communications for a multinational firm in Lagos.
Definitions of terms:
Integrated marketing communications (IMC): The coordination of multiple promotional tools to deliver a unified brand message.
Brand perception: How consumers view and interpret a brand’s identity.
Multinational firm: A corporation operating in multiple countries with a global market presence.
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