The role of branding and integrated communications in strengthening corporate image

Abstract

The efforts involved in building a company's image are not just the responsibility of the marketing department or its efforts, but rather cover the entire business. The sensory reflections that define the term company image are characterized by quality, price, product availability, trust, level of service, company history, company reputation, and possibly advertising, which even if it does not have an influence on production quality or price, can shape a presentation of the product and the company to the final consumer. Any company that has interacted with certain stakeholders (e.g., consumers), has communicated its image and the consumer has made their conclusions. Thus, the effort and investment involved in image formation and enhancement is more than justified by the negative effect the image can have when the company does not give attention and importance to this aspect. A strategic approach to branding and the use of integrated marketing communications to strengthen the company's image leads to a positive result that materializes in higher profitability in relation to the competition and which essentially denotes its competitiveness in the market. C.Z.U.339.138:658(043); JEL: M31.