Abstract
The present study applies the theory of Integrated Marketing Communications (IMC) to analyze how IMC enhances brand awareness, perceived quality and brand association. This research focuses on VICHY(a sub-brand of cosmetic giant - L'Oréal Group), which has launched a brand re-positioning program in 2014, and further analyzes its IMC models, tools, organization integration, and performance. Through the processes of interview and data analysis, this study examines the effectiveness of IMC principles on brand marketing. The findings of this study are as follows: ( 1 ) "Branding Asset" is the core of integrated marketing communications strategy. Keep it in mind during the planning and execution all the time is required ( 2 ) Start with“customer perspective”, and confirm every“brand touch point”, to ensure the accuracy of the direction and the completeness of coverage of brand marketing. ( 3 ) Base on the communication goal to select the appropriate marketing communication mix, in order to create meaningful interaction between the brand and consumers. ( 4 ) According to consumers behavior to develop the communication strategy could reach the communication goal more efficiently and effectively. ( 5 ) Centralized marketing organization could produce powerful and consistent brand messages.