Integrated Marketing Communications와 Brand Stewardship의 활용에 관한 연구 = The Applications of Brand Stewardship Model to Integrated Marketing Communications

다국어 초록 (Multilingual Abstract)

A brand and its attributes must be communicated to customers through marketing communications. One of the significant marketing trends of recent years is a move toward fully integrating all business practices. Integrated Marketing Communications(IMC) are based on the trends. The objective of IMC is to create brand values. Brand Stewardship(BS) is also one of the successful models for creating brand values. In this research, therefore, the strategic alliance of the two approaches has been discussed. Some possibilities are discovered. Firstly, IMC and BC start from customers. As BC is based on the customers' positioning of the brand, it is applicable to build IMC strategies. Secondly, the objectives of the two models are creating brand values. Therefore, the purpose of this study is to diagnosis the possibilities of applications of the Brand Stewardship Model to IMC.