Brand Identity is a combination of many factors, including the name, logo, symbols, design, packaging, and performance of a product or service as well as the image or type of associations that comes to mind when consumers think about a brand. Online Marketers recognize that in the modern world of marketing there are many different opportunities and methods for contracting current and prospective customers to provide them with information about a company and/or brands.
Brand Equity encompasses the entire spectrum of consumers’ awareness, knowledge, and image of the brand as well as the company behind it. It is the sum of all points of encounter or contact that consumers have with the brand, and it extends beyond the experience or outcome of using it.
The challenge is to understand how to use the various Integrated Marketing Communications(IMC) tools to make such contacts and deliver the branding message effectively and efficiently. A successful IMC program requires that marketers find the right combination of communication tools and techniques, define their role and the extent to which they can or should be used, coordinate their use.
As Marketers become more sophisticated and develop a better understanding of IMC, they are recognizing that it involves more than just coordinating the various elements of their marketing and communications programs into a “one look, one voice” approach.
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