Almost all marketers aspire to understand brand management in depth. In order to grasp this concept, it is actually pertinent to test the product(s) in the market. For this an Integrated Marketing Communications (IMC) strategy needs to be worked out. First of all the corporate strategy must be clear about the idea of the product and what it sets out to achieve. This includes the concept of defining the segment in which the brand wishes to operate in. The IMC must include traditional elements for marketing across channels such as print, TV and radio as well as in the digital marketing sphere comprising of SEO, content marketing and social media. Finally it is necessary to create a sense of brand fascination by which an urge will be created among customers to own the brand. This is always more useful than chasing after customers.


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