Abstract:
The Study examined the roles of marketing communications in brand management: particularly how the tradition tools of marketing communications are used in positioning and building a brand.
The research method adopted was that of the survey method and content analysis.
The study discovered that marketing communications tools are used in creating brand awareness, positioning a brand, maintaining brand loyalty thereby creating brand equity. Furthermore, the study revealed that all promotional tools are effective in managing a brand.
The study further recommends that an organization should engage in Integrated Marketing Communications activities in order for its brand to survive and succeed in the competitive market.
