ABSTRACT
The key to building a brand, beyond the obvious marketing considerations such as a viable product, effective pricing strategy, and distribution, is to correctly position the brand, and build a positive brand attitude that will lead to strong brand equity. Effective IMC assumes a consistent positioning and communication strategy across every contact with the market, building a strong positive brand attitude. While brand-like seals and labels have been around since the Bronze Age, brands, as we understand them today, began with the Industrial Revolution in around 1760. As economies and demand for goods grow, competition for customers grows as well. A politician or celebrity becomes a ‘brand’ when people learn things about them through various forms of mass communication, and it is communication in one form or another that sustains them as a ‘brand’ in their market. Without it, that person is merely someone working in government, or an unknown.
