A

SYNOPSIS
ON
“COMMUNICATION AND BRANDING”
Submitted to

J.L.CHATURVEDI COLLEGE OF ENGINEERING

2009-2010
DEP. OF MANAGEMENT STUDIES
IN PARTIAL
With Specialization in Marketing Management (MINOR).

Submitted by-
Mukesh G.Jaisinghani
Under the guidance of-
Prof. Mangesh Kumbhare
Through
J. L. Chaturvedi College of engineering & Dept of Management
Studies 846, Nandanvan, Nagpur

(Prof: Mangesh Kumbhare)

SYNOPSIS
ON

COMMUNICATION & BRANDING

 SUBMITTED BY:
MUKESH G.JAISINGHANI

Guided by:
Prof: Mangesh Kumbhare

J.L.Chaturvedi College of Engineering,

Department of Management Studies,
Nandanwan, Nagpur
 Sr.no Index Page no

1 Introduction 1

2 Aim of project 2

3 Objective of project 3

4 Rationale for the research 4

5 Article review 5

6 Book review 6

7 Research methodology 7

8 Bibliography 8

Introduction

Integrated marketing communication is integration of all marketing

tools, approaches, and resources within a company which maximizes
impact on consumer mind and which results into maximum profit at
minimum cost. Generally marketing starts from "Marketing Mix".
Promotion is one element of Marketing Mix. Promotional activities
include Advertising (by using different medium), sales promotion
(sales and trades promotion), and personal selling activities. It also
includes internet marketing, sponsorship marketing, direct
marketing, database marketing and public relations. And integration
of all these promotional tools along with other components of
marketing mix to gain edge over competitor is called Integrated
Marketing Communication

AIM OF PROJECT

1) To consider why brands are so important in

marketing strategy.
2) To examine what has been the key to the long-
term success of some brands.

3) To discuss how a marketing communication plan

is developed.

4) To investigate how the international dimensions of

branding open up new business opportunities that transcend
national frontiers.

5) To discuss how a marketing communication plan

is developed

6) To Study marketing communication’s context.

7) To determine the marketing communication

process Developed.

2
 Objective of Project

1) To consider the nature of marketing communication

research.

2) To Determine how a marketing communication plan is

developed

3) To identify marketing communication’s context.

4) To Analyise the marketing communication process

Developed

5) To examine what has been the key to the long-term

success of some Brands.

6) To consider why brands are so important in marketing

strategy.

7) To evaluate what has been the key to the long-term

success of some brands.

3
 Rationale for the Research

In the
past a number of terms have been used in the field of marketing
Communications the most common of which appear to be
‘advertising’
and ‘promotion’. The origin of these two words help us to define
what
marketing communications entails, namely the pushing forward of
Products or services and the turning of the consumer towards the
product
Or service. Brands are now a central feature of consumer marketing,
they are important in building long-term relationships with the
consumer, Irrespective of the type of market. Their importance is
now also being recognised in other markets including service and
industrial. Investing in a brand builds consumer confidence and
loyalty and allows for brand Stretching. It requires a consistent and
long-term strategy.
 4

Article View

Mohamed Fawzi, Marketing Manager, BMW Group

Middle East, said:

"The new global campaign reflects the emotions of the

BMW brand. This is not a seasonal marketing
campaign but a new long term positioning for the
BMW brand. The campaign has been rolled out
extensively across the Middle East region utilising
print, online, outdoor, cinema and tv advertising
mediums."

By focusing its brand communication, BMW is

taking account of the media explosion, the change
in media behaviour and the increasing
heterogeneity of the worlds inhabited by BMW
target groups. The communication is globally
standardised and will be controlled by the
"International Powerhouse", the international BMW
advertising board consisting of the marketing
managers from the largest sales markets and the
corresponding regional representatives. The
communication tools are being produced centrally
to a great extent but will be made available to
individual markets for adaptation. The agency,
GSD&M Idea City, Texas, is responsible for
creating and realizing the "Joy" brand campaign.
5

Book Review

Integrated Brand Communication (IBC) is Holistic Communication Strategy That

Integrated all communication activities – such as public relation , advertising,
investor relations , interactive or internal communication – to manage the company
most precious assest – its brand .Since Integrated Flows From Brand Value
Management ,it is central to the notion of managing brands to optimize Value. The
starting place for integrated brand communication is the business, not marketing
communication. It engages the highest level of management because it brings
strategy, finance and marketing communication together to manage the brand to
optimize it value.

“Building and properly managing brand equity has become a priority for
companies of all sizes, in all types of industries, in all types of marketers”
- Kevin
keller

Integrated Brand Communication Process:

Step 1: Start with understanding the role brand in your business

Step2: Understanding the factor that contribute to brand value
Step3: Understand whom you need to reach
Step4: Frame Your Big Picture
Step5: Understand how far you need to shift perceptions in order to own the big idea
Step6: Build the Message to shift perception
Step7: Understand the role of each medium in making the shift and substaining
momentum.
Step8: Determine the optimum media allocation
Step9: Measure results
Step10: Revisit Step5 ….and repeat the process again and again

RESEARCH METHODOLOGY

§ Research Arena:
“Communication and Branding”

§ Title of the research:

“A study of marketing communication & branding”

Research Objectives:
o Study of nature of marketing communication.
o To consider why brands are so important in marketing
strategy
o To consider why brands communication are so
important in marketing strategy.

§ Type of research:
“Descriptive and partly Causal research”
§ Type of data:
“Secondary data”

Bibliography

• Marketing management By Philip. Kotlar

• Research Methodology By C.R.Kothari

• Internet
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