THE EFFECT OF INTEGRATED MARKETING COMMUNICATION ELEMENTS ON PLANNED BRAND IDENTITY

In this study, it has been investigated how the integrated marketing communication elements, have an effect on brand identities with special reference to global sportswear brands. 
The importance of the research is to reveal which of the integrated marketing communication elements such as logo, name, color, website, social media, advertisement, public relations and direct marketing are effective on brand identity and how brand awareness is shaped accordingly. According to our analysis, it has been concluded that among Integrated Marketing Communication Elements, public relations, and website brand elements (name) affect the constructed brand identity