Gigabyte Motherboard Brand In North China Market Integrated Marketing Communications Strategy

With the development of buyer's market, the transition from seller's market to buyer's market has finished. Nowadays, consumers have more freedom to choose products. Meanwhile, their brand cognition and brand awareness are escalating. More and more consumers select not only products, but brands. In order to lure customer and expand market share, enterprises consciously build up and manage their own brands. Brand management is more and more popular in modern society. How to build up brand and develop an effective marketing communication among fierce competition? What drives enterprises to accumulate their brand value? Integrated Marketing Communications (IMC) is one of powerful methods to improve brand image. It is designed to make all aspects of marketing communication work together as a unified force while assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.In the first half of the paper, after a survey of plenty of literatures which are relevant to the IMC, the theory of IMC was described in detail. Author used the theories of economy, management of science and operational management as well as tables and charts to illustrate the definition, characters, elements and effect of IMC. In the second half of the paper, after analyzing the brand image and market of Gigabyte Mainboard, author applied the IMC theory to develop an effective strategy to communicate its brand.In this paper, the feasibility of applying IMC to Gigabyte Mainboard brand in north China market was discussed; the key points of IMC strategy were explored; the implementary basis, internal and external environments and application strategy were designed; the benefits of IMC was explained using real data; last but not least the brand image improvement strategy was deduced which is a good reference to many IT enterprises.