THE ROLE OF BRANDING IN MARKETING STRATEGY

Roxana Dumitriu
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Roxana Dumitriu: University of Craiova

Management and Marketing Journal, 2012, vol. X, issue 1, 125-132

Abstract: In this paper I made a discussion concerning the importance of branding in the strategy of the company. Branding theory and practice evolved in the latest years, being considered a valuable marketing investment. Branding is essential in creating value for the products of a company. Branding is important because it gives meaning to the consumption process. Companies understood that selling without the presence of a strong brand is much more difficult. As a methodology I realized an intersection of the branding and marketing strategy theories. The result is that branding can be regarded as a tool that can enforce all resources of a company towards implementing the strategy.

Keywords: marketing strategy; branding; value in marketing (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (1)

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