ABCA Integrated Brand Marketing Strategy Research

With the progress of society, when people don’t know how to choose among numerous products, the role of brand will be highlighted because it can help us quickly make purchasing decisions. As brand represents an enterprise’s commitment to the quality of products and the level of services for customers, it is an important source of the enterprise’s core competitiveness. A strong brand cannot be acquired only from high-quality products, excellent services or affordable prices, but also, the enterprise needs to stand in another height and effectively combine advertising, public relations, promotion and organization as a whole through a new perspective. By effectively consolidating business resources, integrated marketing can disseminate clear and consistent information to the target audience in the same image and voice, which may expand the effect of communication exponentially, so that the enterprise is able to establish a steady relationship with customers and to gradually build its own strong brand.Presently, with the state’s intensified efforts to supervision on the feed additive industry where ABCA operates, customers tend to choose products by brand. However, as the brand awareness of this industry is not advanced and the modes of brand marketing are not diversified enough, brand strategies fall into serious homogenization. Given this situation, the enterprise’s brand building shall be based on integrated marketing.This paper first introduced the research background and purpose; then described the theory of brand and integrated marketing; provided an overview of ABCA, identified its problems in brand marketing and elaborated the modes of brand marketing that ABCA should take, including the combination of corporate culture, multi-media, promotion, public relations and customer database to enhance ABCA’s brand position within the industry; finally, gave appropriate suggestions and outlooks, and meanwhile, put forward shortcomings in the course of research.