EFFECT OF INTEGRATED MARKETING COMMUNICATION (IMC) ON CORPORATE BRAND IMAGE DEVELOPMENT OF AIRTEL NIGERIA

This research work titled ‘Effect Of Integrated Marketing Communication (IMC) On Corporate Brand Image Development Of Airtel Nigeria” aimed to investigate the impact of Integrated Marketing Communication on brand building of Airtel Nigeria, to assess Corporate Brand Image of Airtel Nigeria and to evaluate the competitiveness of Corporate Brand Image of Airtel Nigeria. Social Marketing Theory was used to guide this study. This study is descriptive in nature; therefore, the researcher adopted qualitative survey method. The sample size was determined using Taro Yamane’s formula. Data were gathered through the use of questionnaire from the study area. One hundred and fifty (150) copies of questionnaire were distributed and One hundred and forty five (145) were collected properly filled while tables were used in the presentation and analysis of data. Descriptive statistic was used to analyze the data collected from the respondents to generate frequencies and percentages. As a result of the analysis, it was discovered that effective branding creates an institute and permanent image for the products, service as well as the firm itself by showing what is peculiar about the organization, effective communication has helped to formulate brand awareness and create a positive corporate image, IMC is a strategic approach to the management of an organization’s marketing communication activities. It is therefore recommended that Integrated Marketing Communication have role to play on brand building. It is therefore recommended that Airtel should adopt Integrated Marketing Communication in order to convey message from the firm to the target customers.