Ayanna : integrated marketing communication and brand identity, critical components for a brand's success : the development of a fictitious brand through the usage of the adapted 'successful brand communication egg' (SBCE) marketing model

Abstract

‘Ayanna’ is the resultant fictitious brand of the practical component of this study. It spans a wide range of disciplines, with its concept and completion made possible through the adaptation of the SBCE framework (devised in the contextual review). An in-depth interview and an online questionnaire were two vital tools to gather insight on the marketing techniques utilised in the local market. The adapted framework acts as a tool for any start-up company, aiding the implementation of an Integrated Marketing Communicational (IMC) approach, avoiding any unnecessary setbacks. ‘Ayanna’ is a natural self-care business that makes use of Maltese resources. The brand promotes the rekindling of the relationship between health-care and nature, and, goes beyond the point of sale, ensuring modern-day consumer values and user experience be at the core of the brand’s narrative. This research speaks to how abiding by an IMC approach for all branding components may increase brand equity and success. According to Phillip Kotler, IMC is the “concept under which a company carefully integrates and co-ordinates its many communications channels to deliver a clear, consistent message about the organisation and its products” (1999, as cited in Duralia, 2018, p. 94). This dissertation also examines how branding came to be an omnipresent technique used in successful brand building. Following the introduction, the document is structured as follows; Chapter 2, the Contextual Review, details the adapted SBCE model and the studies main concepts that form the basis of this study. Chapter 3 delineates the choice of research methods used for data analysis and gathering and design practice. Chapter 4 outlines all the steps taken to create the design elements of the brand. Chapter 5 presents a reflective discussion on the results, the project’s strengths, weaknesses, and limitations. The last chapter, Chapter 6, concludes the entire study.