Applying integrated marketing communications for the success of brand’s communication

: the case of Super Bock Stout’s Campaign

Abstract

We live in an era where brand’s communication can be accomplished through a huge variety of means, either online and offline, or both. Therefore, to effectively communicate with their customers, brands should wisely evaluate which tools to use and be sure to transmit the same message throughout all the touchpoints. This master thesis aims to explore the concepts of brand, brand relationships, brand experience and consumer experience in order to understand how important it is to create meaningful messages and experiences for consumers. Additionally, the different types of marketing communications are studied so as to comprehend which means of communication companies should focus on, when developing their communication strategy. Furthermore, it was increasingly important to understand the concept of integrated marketing communications and how significant it is to deliver the same message in order to communicate in an integrated way. With the objective of studying these concepts within a specific brand, a single case study about Super Bock Stout’s integrated campaign was developed. This research concluded that integrated marketing communications are, in fact, important in developing a brand’s communication strategy.

Date of Award	25 Jul 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor)