ABSTRACT
In this chapter, the authors look at how Integrated Marketing Communication (IMC) helps build brands. Brands have meaning, and that meaning builds over time largely as a function of marketing communication. An important part of a brand's meaning will also include social meaning, and this too is informed by marketing communication. The general positioning will have been provided by the marketing plan, and a specific positioning must be established for marketing communication. Product and brand portfolio management looks at everything a company now markets, as well as future plans for acquisitions, product line extensions, and brand extensions, in order to optimize the contribution of each product and brand for the overall health of the company. Issues such as the core competencies and equity of the parent company and individual brands must be considered also, the market segments to be served, and competitive positioning within the markets.
