IMC approach to branding Localbrand.

• Main Authors: Lin, Esther Peishi., Huang, Yingying., Glass, Georgiana., Guo, Yi Xian.
• Other Authors: Lee, Chun Wah
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
• Online Access: http://hdl.handle.net/10356/1103
• Institution: Nanyang Technological University

LocalBrand is one such company that makes use of T-shirts as a media platform to communicate its brand values and beliefs, which are local and Asian pride. An Integrated Marketing Communications (IMC) approach was used, where various promotional tools were applied to help strengthen the branding of...