The Low-Cost IMC Strategy Of Brand Image In The Rudimentary Period

For small and medium-sized enterprises which are at the early stage ofshaping the brand image, the promotion fund is limited. Their purpose is touse the limited investment to increase brand awareness and quickly startmarket. IMC, which is out of traditional media advertising thinking, can let alot of enterprises which want to construct brand cross the expensive mediacost to invest in brand. Unlike those large enterprises or mature brands whichseek to strong increase their brands`exposure by means of three-dimensionalcommunications, these small and medium enterprises which are still at theearly stage of building their brand images should pay more attention to thesynergistic effects of communications in the integrated marketingcommunications to get communication more effective.Based on RiesA.’s point of view, I think the key to create a successfulbrand image in consumers’ minds is to create a new category. While theessence of the brand image is the epitome of the characteristics of this newcategory. Enterprises should make the brand image always on behalf of asingle concept in customers’ minds. If done properly in this regard, the brandcan become more and more powerful over time.In this paper, the author takes "cheer" as an example, and attempts tobuild an effective set of low-cost IMC processes of brand image in therudimentary period. According to IMC theory, this paper discusses theconstruction of brand image, the basic roadmap of IMC in the rudimentaryperiod of brand, the core communication method as well as how to takeadvantage of each kind of low-cost communication strategy in detail. Thisarticle also proposes a "brand story–activity experience" recyclingcommunication way which helps to promote each other.In this paper, I cannot be exhaustive. I just propose the basic roadmap ofIMC in the rudimentary period of brand, as well as some directions of event planning, in order to help the small and medium enterprises which are willingto set up brand images. This article does not address the specificconsiderations in the implementation of activities and measurement ofcommunication effect, and so on. In future I will continue to study on theseaspects in practice.