IMC approach to branding Localbrand.

IMC approach to branding Localbrand.

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...

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Bibliographic Details
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
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Institution: Nanyang Technological University
Description
Summary: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 LocalBrand. The key aim was to reach out to the target audience of young adults aged 18 to 35, and inform them about LocalBrand and its philosophy.

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