Comiche, Amália CutaneGonçalves, Bruno F.2024-12-042024-12-042024Comiche, 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. 1-122661-3107http://hdl.handle.net/10198/30691The 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.engIntegrated marketing communication;Active rolePromotionBrand valueMarketing strategyjournal article10.62617/inm669