Integrated marketing communication (IMC) has  become widely accepted, has pervaded various levels within the firm, and has become an integral part of brand strategy that requires extensive brand development activities within the firm before beginning any external bran communications efforts.

Therefore, noting the intricate relationship between IMC and brand management, this paper aims to explore IMC as an integral part of a firm’s overall brand equity strategy. In keeping with this evolution, it was suggested  that IMC should replace diverse, limited-focus promotional tools, and brand management should be used for initiating and maintaining a continuing dialogue with the customers and for enhancing relationships. These then form the brand knowledge structures, which, in turn, trigger the differentiated responses that constitute brand equity. That is, effective communication enables the formations of brand awareness and a positive brand image. Therefore, effective IMC is an integral part of an effective brand equity strategy.Over the last two decades, marketing researchers, to varying degrees, have focused on and studied IMC, brand equity, and brand identity. While the three streams of research do cross-reference each other, no research study has explicitly conceptualized any specific relationships among the three concepts. In the past decade, IMC as a research area has generated a lot of debate, led to intellectual discourse, and overall, has contributed to the evolution of IMC as a strategic tool that can help firms to be more effective in realizing their brand communication goals.

IMC has a come a long way from being conceptualized as the coordination of communication tools for a brand to a more strategic conceptualization.