A very basic and strategic decision in marketing a product is branding so that an organization uses a name, phrase, image, design, symbol or combination of these to identify its goods or services and to distinguish them from that of competitors (Kerin, Hartley and Berkowitz, 2005, p. 299). Communicating the branding message to the team, associates, customers, vendors, and the public in general over and over again can establish the brand. An effective way of communicating the brand name, brand image and brand messages play a vital role in determining whether the brand can be positioned in customers’ mid or not (Ferrell, 2008, p. 38).
Brand identity and equity are closely related with integrated marketing communication, a comprehensive plan to evaluate strategic roles of various communication processes like advertising and sales promotion. According to Belch and Belch (2007), by positioning a favorable as well as strong brand name and image through effective communication can help a company build and maintain the brand identity and brand equity. Strong brands can influence the premium price of the customers and therefore a strong brand has always been considered to be a very significant asset like patent and copyright (p. 15).
There are various modes of communications that can be used to reach the customer to inform them about the company or its brands. Utilizing these various types of communication channels in an effective way is a critical stage in integrated communication approach. Belch and Belch (2007) emphasized that marketers have to find the right combination of communication tools and to define their roles in a way that how they can be used in order to apply integrated marketing communication approach in a business (p. 15).