6. Brand Integration

Having a brand identity is not enough. The beautiful logo is not the end of brand management. Brands need to make sure that their brands are well integrated and seen by the target audience. This chapter explores brand integration, which is a continuous process to bring the brand to the conscious knowledge of the key stakeholders. In some cases, it might be described as a brand advertisement or integrated marketing communications, but the focus is not always to sell and market but to bring awareness to the consumers and stakeholders. We will look at some key reasons why brands may not have been well integrated, perhaps due to the location or structure of the brands. We will also discuss the benefits of brand integration with ten key strategies to aid this integration so you can enjoy the benefits. Here we go beyond advertisement to include staff and corporate responsibilities. No doubt brand integration is an important task which can be time-consuming and requires a considerable amount of effort. This chapter identifies those who are responsible for the integration, those who are the targets for integration and, importantly, the key considerations for integration.