An exploration of integrated marketing communications on brand consistency: A case study of a multinational in Port Harcourt.
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Background of the Study
Integrated marketing communications (IMC) refers to the coordinated use of multiple promotional channels to deliver a consistent brand message. In Port Harcourt, a multinational company has implemented an IMC strategy to ensure brand consistency across various markets. This strategy encompasses advertising, public relations, digital marketing, and sales promotions, all aligned to create a unified brand image. The study examines how integrated communications contribute to maintaining brand consistency, which is essential for building consumer trust and loyalty in competitive markets (Chukwu, 2023). The research analyzes the interplay between different communication channels and their collective impact on brand perception. Challenges such as inconsistent messaging, channel conflicts, and cultural differences are addressed. By employing both quantitative measures (e.g., brand recall and engagement metrics) and qualitative insights from consumer interviews and internal communications audits, the study aims to determine whether an integrated approach enhances overall brand performance and drives better market results (Chukwu, 2024).
Statement of the Problem
Despite the growing adoption of integrated marketing communications, there is limited evidence regarding its effectiveness in ensuring brand consistency for multinationals in Port Harcourt. The challenge is to ascertain whether the coordinated efforts across various channels translate into a cohesive brand image that resonates with consumers. Factors such as cultural diversity, channel fragmentation, and potential conflicts in messaging further complicate the evaluation (Chukwu, 2023). This study seeks to address these issues by evaluating the impact of IMC on brand consistency and its subsequent effect on consumer trust and loyalty, providing actionable recommendations for refining communication strategies (Chukwu, 2024).
Objectives of the Study
To assess the integrated marketing communications strategy of the multinational.
To evaluate its impact on brand consistency and consumer trust.
To recommend improvements for better IMC implementation.
Research Questions
How does IMC influence brand consistency?
What challenges affect the effective implementation of IMC?
How does brand consistency impact consumer trust and loyalty?
Significance of the Study
This study is significant as it investigates the effectiveness of integrated marketing communications in maintaining brand consistency for multinationals. The insights will help companies enhance their communication strategies, thereby improving consumer trust and overall brand performance (Chukwu, 2023).
Scope and Limitations of the Study
The study is limited to one multinational company in Port Harcourt and focuses exclusively on its integrated marketing communications strategy.
Definitions of terms
Integrated Marketing Communications (IMC): A coordinated strategy that uses multiple channels to deliver a unified brand message.
Brand Consistency: The uniformity of a brand’s messaging and identity across different platforms.
Multinational: A company that operates in multiple countries.
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