THE ROLE OF THE BRANDING AND INTEGRATED MARKETING COMMUNICATIONS TO CONSUMER PERCEPTION

Abstract

Numerous studies have found that it is extremely important for a person to strive to appear like others, adequate to the current situation in society. This is where one of the keys to influence brands on the choice of buyers lies. Integrated marketing communications integrate all marketing communications from advertising to packaging to deliver consistent, compelling marketing messages to target audiences that help achieve company goals. This thesis examines the views of scientists on branding and integrated marketing communications.