Measure brand awareness and develop integrated marketing communication brand to improve the brand awareness - Case study : bridal cookie brand

Abstract

In this study, We suggest some effective tools to improve Bridal Cookie brand awareness such as Advertising on TVC, Bridal magazine, Internet marketing with social media in Facebook, website and forums specialized to Bridal and family life fields, Public Relation in Bridal Magazine, these forums. I also combine Advertising, Direct marketing and Sale promotions to attract consumers’ awareness with Bridal Cookie brand. Actually, each tools of IMC has own effectiveness in building brand, especially in brand awareness case. However, it depends on each situations of company to apply which one is more suitable. Marketers should have long time strategic orientation to choose which tools are applied first, which tools will be next.