The modern market is characterized by high dynamics, digitalization and fragmentation of the media space, which complicates the task of forming a stable and positive perception of the company among target audiences. In conditions of high competition and saturation of the information space, company image management requires a systematic approach based on the consistency of all channels of interaction with the audience. Under these conditions, traditional disparate marketing tools are giving way to integrated approaches based on the principle of consistency and unity of messages — the concept of integrated marketing communications (IMC). Unlike traditional marketing, where channels functioned in isolation, BMI involves centralized message management, a unified brand tone, content consistency, and a focus on dialogue with consumers. The article analyzes the role of integrated marketing communications as a strategic tool for the formation, maintenance and correction of the corporate image. The theoretical foundations of the IMC, their evolution and practical implementation in Russian and international companies are considered. Statistical data confirming the effectiveness of the BMI in increasing brand awareness, consumer trust and loyalty are presented. Based on the analysis of academic and industry sources, conclusions are formulated about the need for a systematic implementation of IMC in the practice of reputation management in modern organizations.
integrated marketing communications, corporate image, reputation management, brand, marketing, communication strategy
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