Integrating Marketing Communications To Build Brand Equity

Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers directly or indirectly about the brands they sell. Marketing programs play an important role in building up of brand equity. These marketing programs are related to product, price and distribution channels. And these programs are necessary to create brand image and also to build brand awareness. Marketing communication needs to be flexible in current technology driven environment where consumer are internet savvy and have access to information.