The evaluation of integrated marketing communications on brand coherence: Evidence from a multinational firm in Kano
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Background of the study
Integrated marketing communications (IMC) are pivotal in ensuring consistent brand messaging across multiple channels, which is essential for maintaining brand coherence in multinational firms. In Kano, a prominent multinational firm has adopted an IMC approach to synchronize its advertising, public relations, and digital marketing efforts to create a unified brand image (Ahmed, 2023). This study explores how integrating various communication channels contributes to enhanced brand coherence and consumer perception. The firm’s strategy involves aligning internal messaging with external communications, thereby fostering a consistent brand identity that resonates with diverse audiences (Bukar, 2024). With the proliferation of digital platforms, maintaining a consistent message has become increasingly challenging yet essential for competitive differentiation. The research investigates the processes involved in developing and executing an integrated marketing communications plan, assessing both its strengths and weaknesses in achieving strategic brand objectives (Ibrahim, 2023). By examining both qualitative feedback from consumers and quantitative performance metrics, the study aims to provide comprehensive insights into the benefits and challenges of IMC in a multinational context. The outcome is expected to offer valuable guidance for firms seeking to harmonize their communication efforts in today’s multifaceted marketing environment (Jibrin, 2024).
Statement of the problem
Multinational firms in Kano face challenges in achieving brand coherence due to fragmented communication channels and inconsistent messaging. Although integrated marketing communications are designed to unify brand identity, discrepancies in execution across diverse platforms have led to diluted brand perceptions (Yusuf, 2023). The lack of a cohesive strategy often results in mixed messages that confuse consumers and weaken brand loyalty. This study addresses the problem by evaluating the extent to which integrated marketing communications contribute to a consistent brand image, identifying factors that disrupt or enhance message alignment, and proposing solutions to overcome communication barriers. The research seeks to clarify the relationship between IMC efforts and overall brand coherence, providing a basis for improved strategic planning (Sani, 2024).
Objectives of the study:
To assess the effectiveness of integrated marketing communications in achieving brand coherence.
To identify challenges and opportunities in executing IMC strategies.
To recommend best practices for enhancing brand consistency.
Research questions:
How does integrated marketing communications affect brand coherence in multinational firms?
What are the primary challenges in implementing IMC strategies?
How can firms optimize their communication channels to ensure a consistent brand image?
Significance of the study
This study offers critical insights for multinational firms aiming to enhance brand coherence through integrated marketing communications. By identifying key factors and challenges, the research provides strategic recommendations that can improve overall brand performance and consumer trust. The findings contribute to the academic literature on IMC and offer practical guidelines for harmonizing diverse communication efforts in a complex marketing environment.
Scope and limitations of the study:
This study is limited to evaluating integrated marketing communications and their impact on brand coherence for a specific multinational firm in Kano. It does not extend to other industries or geographic regions.
Definitions of terms:
Integrated Marketing Communications (IMC): A strategic approach to unify all marketing communications across channels.
Brand Coherence: The consistency of a brand’s messaging and identity across different platforms.
Multinational Firm: A company operating in multiple countries with a standardized brand strategy.
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