Integrated Marketing Communications

In: Business and Management

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Intercontinental Hotel Group - Integrated Marketing Communications Individual Assignment no. 2

Syesha Kapoor LRB305188

Strategic Brand Management 2013-MBA II


Statement of authorship

I certify that this assignment is my own work and contains no material which has been accepted for the award of any degree or diploma in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the dissertation.

Signed: ___________________________

Date: _________________________



1. Research Background
Company’s profile ………………………………………………………………………... 4

2. Integrated Marketing Communications
Meaning, purpose of IMC………………………………………………………………… 4
IHG’s IMC…………………………………………………………………….…………… 5
Effect of IMC on Brand awareness and Brand Equity …………………………………... 5

3. Critical analysis of IMC used by the brand …………………………………………. 7

4. Bibliography ………………………………………………………………………….. 8


Intercontinental group of hotels is a leading hospitality brand owner with more than 4600 hotels housing 674000 guest rooms in over 100 hotels worldwide (IHG Company Overview, 2013). Statistics show that more than 120 million people choose to stay at hotels under this brand. They operate in different segments, offering a variety of services and amenities differentiated based on quality and price. The parent company has 9 brands, the Intercontinental Hotels and Resorts, Crowne Plaza hotels and resorts, Holiday Inn hotels, Holiday Inn SunSpree hotels, Holiday Inn Express hotels, Holiday…...

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