The branding role that product labelling plays within integrated marketing communication

• Main Author: Hasert, Rudolf Karl
• Published: 2012
• Subjects: Brand name products management; Business communication; Branding management; Marketing management
• Online Access: http://hdl.handle.net/10210/4325

M.A. === This study focuses on empirically determining the branding role that product labelling plays as a strategic element in Integrated Marketing Communication functioning within the food and beverage industry. This research topic was selected for a number of reasons. Firstly, there is a general misconception of the definition of the term Integrated Marketing Communication. Secondly, there is also an emergence of the perception that labelling plays an important role as a strategic element in Integrated Marketing Communication functioning. Thirdly, there is also speculation regarding what this actual role is, that labelling plays within the Integrated Marketing Communication functioning. Fourthly, on closer investigation, it becomes evident that although there is a degree of literaturebased evidence that identifies the role that product labelling plays (within Integrated Marketing Communication), as that of branding, there is no empirical research to substantiate these claims. For these combined reasons there is a direct need for research into these issues. To facilitate the effective fulfilment of the research goals, there was a thorough examination of the theoretical literature available and the completion of an empirical study. Furthermore it was found that the examination of the branding role that product labelling plays as a strategic element in Integrated Marketing Communication functioning would be attainable if the research goal was restricted to a manageable field. To satisfy this aim, the study was focused on the food and beverage industry. The key terms of branding as well as Integrated Marketing Communication were investigated and defined. From the literature available, the branding role that product labelling plays as a strategic element in Integrated Marketing Communication functioning was examined and also defined. From this context it was found that ample evidence was available to conduct empirical research into this area. It became clear that the identification of the branding role that product labelling plays as a strategic element in Integrated Marketing Communication functioning within the food and beverage industry would rest upon the identification of the transmission of functional and non-functional attributes, consequences and values to consumers via verbal and visual images. The method best suited to identifying the transmission of these values was shown to be that of qualitative research. The proof of the transmission of these functions within the sample formed the focus of the empirical study. Ultimately this proof would illustrate the branding role of labelling. Within the context of the qualitative research, it was shown that the most appropriate approach to identify the transmission of functionality was through the use of the Means-end theory utilising the laddering technique. Within the context of the research document through the laddering technique, it also became apparent that there is a clear role that product labelling plays as a strategic element in Integrated Marketing Communication functioning within the food and beverage industry. It is also evident through literature-based and empirical evidence that this role is one ofbranding.