Date Approved


Embargo Period


Document Type


Degree Name

M.A. in Public Relations


Public Relations & Advertising


Ric Edelman College of Communication & Creative Arts

First Advisor

Bagin, Donald


Branding (Marketing); Clothing and dress--Marketing


Public Relations and Advertising


The primary purpose of this study was to examine integrated marketing communication techniques used to develop successful apparel brands. This author researched existing data and explored the IMC development of three successful brand apparel companies: Nike, Ralph Lauren Polo, and Tommy Hilfiger. The study included the process of building brand identity, including the tenets of brand management and the symbolic process, as well as the significance of brand equity and architecture.

This author conducted a pen and paper quantitative survey to a random sampling of 50 Cumberland County College undergraduate students concerning the influential factors in their choice of brand selection. The data was categorized and tabulated in percentages by age into two groups, 18-25 and 26+. This author conducted two focus groups consisting of 10 students from the 18-25 age group and 10 students from the 26+ age group. The quantitative and qualitative results indicated that the respondents were very influenced by integrated brand marketing techniques in the selection of apparel items.