The influence of strategic communication on brand integrity: A comparative study of a multinational firm in Port Harcourt, Nigeria
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Background of the study
Strategic communication plays a pivotal role in maintaining brand integrity, particularly for multinational firms operating in complex markets. In Port Harcourt, multinational firms face diverse challenges that require consistent, transparent, and well-coordinated communication strategies to uphold their brand integrity. This study examines various strategic communication approaches—such as integrated messaging, stakeholder engagement, and crisis management—and their influence on maintaining a strong, unified brand identity (Okeke, 2023). Comparative analysis of different strategies reveals that coherent and proactive communication not only reinforces brand integrity but also enhances stakeholder trust and market performance (Adenuga, 2024). By assessing internal communication policies, public messaging, and stakeholder feedback, the study seeks to determine the key factors that contribute to effective strategic communication. The goal is to identify best practices that multinational firms can adopt to ensure consistent brand integrity in the face of both internal and external challenges, thereby supporting long-term competitive advantage (Ibrahim, 2025).
Statement of the problem
Multinational firms in Port Harcourt often struggle to maintain brand integrity due to fragmented and inconsistent strategic communication. Poorly coordinated messaging and ineffective stakeholder engagement can erode brand trust and weaken corporate identity (Chinwe, 2023). The absence of a unified communication framework further complicates efforts to project a consistent brand image, leading to mixed perceptions among stakeholders. This study seeks to address these challenges by comparing different strategic communication approaches and their impact on brand integrity, ultimately identifying best practices for sustaining a strong and cohesive brand.
Objectives of the Study:
To compare strategic communication methods used by multinational firms.
To evaluate their impact on maintaining brand integrity.
To recommend best practices for consistent communication.
Research Questions:
How does strategic communication affect brand integrity?
What factors contribute to effective corporate messaging?
Which practices best sustain a unified brand image?
Significance of the study (100 words):
This study is significant as it offers a comparative analysis of strategic communication strategies and their influence on brand integrity for multinational firms in Port Harcourt. The insights provided will help organizations develop unified communication frameworks that enhance stakeholder trust and reinforce corporate identity. The findings contribute to academic research in corporate communications and offer practical recommendations for improving strategic communication practices in competitive markets.
Scope and Limitations of the Study:
This study is limited to examining strategic communication strategies and their impact on brand integrity for a multinational firm in Port Harcourt. It does not extend to other industries or regions, and findings are influenced by local market dynamics.
Definitions of Terms:
Strategic Communication: Planned and coordinated messaging aimed at achieving specific organizational objectives.
Brand Integrity: The consistency and trustworthiness of a brand’s identity.
Multinational Firm: A company operating in multiple countries with a global presence.
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