Brand Strategy and Imc

Brand strategy and integrated marketing communication (IMC): a case study of player's cigarette...
Integrated marketing communication (IMC) is defined as "a cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialogue with them" (Duncan 2002, p. 8). To better understand the real-world application of IMC, a call has been made for case histories that focus on IMC best practices (see Duncan and Mulhern 2004, p. 19). In this paper, we provide a case study that demonstrates how one company--Imperial Tobacco Limited (ITL), which is Canada's largest tobacco manufacturer--has successfully applied three critical IMC practices: strategically consistent brand communication, cross-functional planning and monitoring, and data-driven targeting and communication. ITL's use of these key IMC processes has enabled the company to effectively construct brand imagery for its flagship cigarette trademark, Player's, with greater brand equity resulting in greater shareholder value.
Integrated marketing communication (IMC) is defined as "a cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful
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dialogue with them" (Duncan 2002, p. 8). To better understand the real-world application of IMC, a call has been made for case histories that... [continues]

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