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The strategic role of integrated marketing communication in building brand value

2024Journal article Open access
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dc.contributor.authorComiche, Amália Cutane
dc.contributor.authorGonçalves, Bruno F.
dc.date.accessioned2024-12-04T15:14:11Z
dc.date.available2024-12-04T15:14:11Z
dc.date.issued2024
dc.description.abstractThe research, guided by an essential question about the optimization of Integrated Marketing Communication (IMC) in the face of current challenges in communication and marketing, focused on studying the active role of this strategy in promoting brand value. The main objectives were to analyze the active role of IMC in consumer perception of brand value and to examine its contribution to strengthening brands. To achieve these objectives, we used bibliographical research with a qualitative approach based on a critical analysis of the literature already published in articles, journals, and books. The results of the research showed the crucial importance of coherence and consistency in the brand message as determining factors for the success of CIM. The continuous adaptation of CIM to changing consumer preferences and market dynamics has become a key strategy for companies. CIM has also proven to be a powerful tool for creating authentic narrativesand delivering consistent experiences. Finally, the research concluded that the strategic management of CIM, anchored in an in-depth understanding of brand identity, is crucial to establishing lasting emotional connections with consumers, thus boosting brand value.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationComiche, Amália Cutane; Gonçalves, Bruno F. (2024). The strategic role of integrated marketing communication in building brand value. Insight - News Media. ISSN 2661-3107, 7:1, p. 1-12pt_PT
dc.identifier.doi10.62617/inm669pt_PT
dc.identifier.issn2661-3107
dc.identifier.urihttp://hdl.handle.net/10198/30691
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherPiscoMed Publishingpt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectIntegrated marketing communication;pt_PT
dc.subjectActive rolept_PT
dc.subjectPromotionpt_PT
dc.subjectBrand valuept_PT
dc.subjectMarketing strategypt_PT
dc.titleThe strategic role of integrated marketing communication in building brand valuept_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.conferencePlaceSingaporept_PT
oaire.citation.endPage12pt_PT
oaire.citation.issue1pt_PT
oaire.citation.startPage1pt_PT
oaire.citation.titleInsight - News Mediapt_PT
oaire.citation.volume7pt_PT
person.familyNameGonçalves
person.givenNameBruno F.
person.identifier.ciencia-id311F-2464-A92D
person.identifier.orcid0000-0002-7541-3673
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublicationb13133cb-538d-45be-b721-2086620fd7aa
relation.isAuthorOfPublication.latestForDiscoveryb13133cb-538d-45be-b721-2086620fd7aa

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