Integrated Marketing Communications and Brand Identity Development |
UDC: 005.53:658.626 ; 659.442 DOI: 10.7595/management.fon.2012.0015
Modern marketing paradigm is based on the increasing importance of the relational, environmental and socially responsible marketing concept. Modern marketing mix does not take into account only the satisfaction of consumer needs, but the realization of long-term communication with him. The concept of developing brand identity refers to the importance of different marketing tools for the purpose of creating, developing the brand and establishing stronger emotional connection with the consumer. The addedvalue that makes the brand, is related to in addition to functional, its symbolic and emotional sides, in addition to the functional one. The concept of integrated marketing communications enables companies to use various techniques and communication tools to communicate the message the brand has to the target public as credible, consistent and clear. Keywords: integrated marketing communications, modern concept of marketing, brand identity, media communications.
Marija Jankovic, MsC University Mediterranean, Faculty of business “Montenegro Business School“, Montenegro
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