How to build brand synergy among the integrated marketing Research Paper

How to build brand synergy among the integrated marketing communication elements to deliver an effective and consistent message to consumers - Research Paper Example 6). Protecting and promoting the brand in therefore very important. However, it can be challenging given the relative ease with which it can be copied and the fierce competition in an increasingly technologically sophisticated market place (Johnson and Myatt 2003, 749). Building brand synergy among the integrated marketing communications can be particularly tricky. This is because, today there is a wealth of media technology facilitating communications globally. For marketing managers the problem therefore turns on attempting to ensure brand integrity locally while simultaneously cultivating synergy globally (Aaker and Joachimsthaler 2009). This means ensuring that marketing brands must be coordinated among the integrated marketing communication elements in such a way as to deliver an effective and consistent message to consumers. In marketing products the focus must be on ensuring that brands maintain the same quality in terms of substance and packaging. In the service industry, branding is attached to the business rather than the product (Berry 2000, p. 128). As brands have the potential to clutter, confuse and crowd the market, building synergy is entirely important since there is an intense â€Å"proliferation of products, brands and sub-brands† in the market place (Aaker 2004, p. 6). Branding has entered a new phase in the international business environment and permeates local markets as a natural consequence. With the advances in modern technology particularly with respect to telecommunications have changed the way that businesses are required to coordinate brand promotion and protection. Moreover, competition is becoming increasingly fierce (Cravens, Piercy and Prentice 2000, 369). Businesses are therefore taking steps to become what is characterized as â€Å"smart environments† (Raman and Naik 2006, p. 381). It is therefore important to study how the new