Authors : Amália Cutane Comiche; Nuno Goulart Brandão; Neusa Da Silva Pereira

Volume/Issue : Volume 10 - 2025, Issue 9 - September

Google Scholar : https://tinyurl.com/2jwastc9

Scribd : https://tinyurl.com/yma5z6ms

DOI : https://doi.org/10.38124/ijisrt/25sep1499

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Abstract : In Mozambique's mobile telecommunications sector, marked by fierce competition and rapid technological change, strengthening brand value is a strategic factor for differentiation. This study analyzed, from the perspective of Vodacom Mozambique managers, how Integrated Marketing Communication (IMC) strategies contribute to strengthening brand value. The research used a qualitative approach, which included a systematic review of the literature, a case study of Vodacom Mozambique, semi-structured interviews with company managers and document analysis. Data processing was conducted through thematic content analysis, supported by NVivo software. The results show that IMC is perceived as a structuring tool, geared not only towards commercial promotion, but above all towards building relationships and consolidating identity. It was also found that social responsibility and community outreach practices strengthen legitimacy and trust among consumers. However, challenges remain in terms of communication consistency, adapting messages to different channels, and rapid changes in the sector. Finally, it is suggested that future research should deepen comparative analysis, exploring different operators or other emerging markets, to broaden the understanding of IMC and brand value in different contexts.

Keywords : Integrated Marketing Communication, Brand Value, Marketing Strategy, Emerging Markets, Mobile Telecommunications.

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