New article highlights integrated marketing communication in branding

"A brand is made up of far more than a name and a logo. A 'brand' is the holistic perception and recognition, whether positive or negative, of an entity that makes it stand out from its competition," the article states. "Building a brand is no small task, yet it plays a substantial role in developing a company's reputation and value.

"To get your company's message across, you must deliver the same message with every piece of communication," the article concludes. "Regardless of your choice of platforms, the importance of integrated marketing communications to the development of your brand's value should never be underestimated.'

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