The emergence of IT has contributed to the regulation of the market, increased segmentation of consumer tastes and preferences, and individualized patterns of consumption. Marketers use various communication tools to draw attention and increase the awareness of customers. The path to reach the target audience has changed. From the traditional means of communication like print, radio, and television the marketers have adopted other modes of Communication like Facebook, blogs, YouTube, Twitter, websites, and many more to fill the gap between the product and the target audience. Integrated Marketing Communication (IMC) is a strategic tool that firms use to realize their brand communication goals. The paper focuses on the benefits and role of IMC in maintaining brand equity. It is the firms marketing communication that contributes to brand equity. Brand equity is the result of the firms marketing communications which creates brand awareness and a positive brand image leading to brand knowledge.

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Keywords: IMC, IT, Marketer, Communication, Brand Image.