Integrated Corporate And Product Brand Communication
Corporations or firms are brands in their own right. Thus, communication decisions are not just about traditional product branding directed by the midlevel managers, but corporate and organizational brand communication as well which generally is the purview of senior corporate managers. The important point, of course, is that both areas of communication are interactive, synergistic, and generally global. This duality in communications at varying levels of management in the firm has caused much of the disruption in traditional communication planning. This paper starts by looking at the global environment in which integrated communication (corporate) and/or integrated marketing communication (product or service) will be deployed.