A multi-stakeholder IMC framework for networked brand identity

Purpose − Past integrated marketing communications (IMC) frameworks establish brand contacts as important sources of information and feedback. This paper discusses how the presence of multiple brand stakeholders and the proliferation of digital media increase the amount of brand information generated exponentially. When a firm fails to harness this information, it risks misalignment between brand identity and brand image, which, in turn, tarnishes brand equity.

Design/methodology/approach − Past IMC frameworks are reviewed and extended to identify the specific brand contact points between multiple stakeholders that hold significant potential to dynamically reconfigure brand identity. Theoretical propositions regarding the IMC function’s role in managing these contact points to generate brand equity are offered.

Findings − The brand contacts described and their successful integration into a firm’s brand-equity strategy extend current IMC-based brand-equity models and suggest fruitful, novel avenues for creating brand equity. Further, these brand contacts offer practical examples of how the scope of marketing communications can be redefined.

Originality/value − This paper contributes to the body of research on the elevation of IMC to a strategic-level function. In addition to the synergistic communication of the brand offering, IMC needs to play a pivotal role in coordinating the contacts between the brand and stakeholders, and in extrapolating relevant brand insights from these contacts.