Application of Brand Communications to Improve Profitability in Polaris Bank Limited
Brand communications, the promotion element of the marketing mix is a critical step towards brand awareness creation and value communication which would elicit positive consumer behaviors towards a brand. Integrated Marketing Communications (IMC) as a marketing strategy entails combining promotional tools in a single, coherent and consistent message. It heightens the strategic and tactical power of branding. This study was an analysis of how effective implementation of IMC strategy could impr...