THE ROLE OF BRANDING IN MARKETING STRATEGY
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 impor...
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| Format: | Article |
| Language: | English |
| Published: |
Universitaria Press Craiova
2012-01-01
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| Series: | Management & Marketing |
| Subjects: | |
| Online Access: | http://www.mnmk.ro/documents/2012-first/11_23_1_12_FFF.pdf |
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| Summary: | 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. |
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| ISSN: | 1841-2416 |