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Title: IMC approach to branding Localbrand.
Authors: Lin, Esther Peishi.
Huang, Yingying.
Glass, Georgiana.
Guo, Yi Xian.
Keywords: DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
Issue Date: 2006
Abstract: LocalBrand is one such company that makes use of T-shirts as a media platform to communicate its brand values and beliefs, which are local and Asian pride. An Integrated Marketing Communications (IMC) approach was used, where various promotional tools were applied to help strengthen the branding of LocalBrand. The key aim was to reach out to the target audience of young adults aged 18 to 35, and inform them about LocalBrand and its philosophy.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)

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