A critical analysis of integrated marketing communications on brand consistency: Evidence from a multinational firm in Abuja, Nigeria
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Background of the study
Integrated Marketing Communications (IMC) is essential for maintaining brand consistency across various channels, ensuring that messaging is cohesive and reinforces the brand identity. In Abuja, Nigeria, multinational firms face the challenge of coordinating diverse marketing efforts across digital, print, and broadcast media to maintain a consistent brand image (Udeh, 2023). By aligning messaging, visuals, and strategic communications, IMC enables firms to create a unified brand experience that builds trust and recognition among consumers. The dynamic nature of global markets and the proliferation of digital channels necessitate a harmonized approach to marketing communications (Ibrahim, 2024). Despite the recognized benefits, challenges such as fragmented communication strategies, cultural differences, and inconsistent messaging can dilute brand identity. This study critically analyzes the impact of integrated marketing communications on brand consistency in a multinational firm operating in Abuja. It explores how IMC strategies are implemented across multiple platforms, identifies the obstacles to achieving uniformity, and examines the resultant effects on consumer perception and brand equity (Chukwu, 2025).
Statement of the problem
Multinational firms in Abuja encounter challenges in maintaining brand consistency due to fragmented marketing communications and inconsistent messaging across various channels. Although IMC offers a framework for unified communication, differences in cultural contexts and media platforms often lead to discrepancies in brand representation (Udeh, 2023). This study aims to investigate the factors that undermine the effectiveness of IMC strategies, identifying gaps between intended brand messages and actual consumer perceptions. It seeks to provide actionable insights to enhance brand consistency and strengthen overall brand equity (Ibrahim, 2024).
Objectives of the Study
To assess the impact of integrated marketing communications on brand consistency.
To identify challenges in implementing IMC strategies across multiple channels.
To recommend strategies for improving IMC effectiveness in enhancing brand equity.
Research Questions
How does integrated marketing communications influence brand consistency?
What challenges do multinational firms face in implementing IMC strategies?
How can IMC be optimized to improve brand equity?
Significance of the study
This study offers important insights into the role of integrated marketing communications in ensuring brand consistency. Its findings will help multinational firms in Abuja refine their communication strategies to achieve a unified brand image, ultimately enhancing consumer trust and market competitiveness. The research contributes to the academic literature on IMC by providing practical recommendations for overcoming implementation challenges (Chukwu, 2025).
Scope and Limitations of the Study
This study is limited to a critical analysis of integrated marketing communications on brand consistency within a multinational firm in Abuja, Nigeria.
Definitions of Terms
Integrated Marketing Communications (IMC): The strategic coordination of marketing messages across multiple channels to create a unified brand experience.
Brand Consistency: The maintenance of a cohesive brand identity and messaging across various platforms.
Multinational Firm: A corporation that operates in multiple countries while maintaining a centralized brand identity.
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