What is the concern between imc and brand management?

IBM has become a "blue giant" with its CIS, which marks the advent of an era of winning corporate image. However, by the 1980s, IBM began to decline across the board. The reason is due to the failure of corporate image. IBM claims to be "customers first", but it ignores the needs of customers. After evaluation, customer satisfaction is only C grade; IBM claims to be "customers first", but in fact it is enterprise first. It keeps saying that it wants to "educate customers" and "correct customers" ; IBM's business philosophy is "service, service, and service," but the reality is "profit, profit, and profit." Although it has performed many "PR shows" such as airdropping maintenance personnel, the company has imposed a cognitive image on the public. Practices that are inconsistent with its own real image and breaks in the logical chain will eventually lead to consumer boredom and abandonment of "Star Enterprises", which are no longer beautiful. The reason is that the company's planning does not have "corporate core values" at the source. , there is no rationalization of logical reasoning in the process, the logic is confusing, and the audience's logical analysis ability is underestimated. In the end, even myself is involved.

The task of IMC is to use the company's "private information" (not for others). The information known by the counterparty is passed to the counterparty: consumers, governments, and enterprises, so that they can describe the image of the enterprise from the information transmitted by the enterprise. The opponent begins the process of knowing and recognizing the enterprise. , good or bad feelings, and consumption decisions.

At this time, there is a question worth noting: What image is conveyed to the public? Is it complete or fragmented? Is the reputation high or low? What kind of causal chain reaction will occur after multiple or multiple sets of information are disseminated?

In other words, what kind of message do you want to convey to the public? There is nothing to say or clichés that cannot attract the audience. Why is this situation happening? Without the core values ??of the company and its extended logical chain, IMC cannot exert an integrated chain reaction.

The relationship between IMC (Integrated Marketing Communications) and brand management is to use all the values ??of the enterprise to combine them to provide clear, continuous, and maximum communication impact, thereby deepening the brand value.