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 |
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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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| _version_ | 1849738269686759424 |
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| author | Roxana DUMITRIU |
| author_facet | Roxana DUMITRIU |
| author_sort | Roxana DUMITRIU |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-51cbd33bfc6e4d95a3bcadcd91988e92 |
| institution | DOAJ |
| issn | 1841-2416 |
| language | English |
| publishDate | 2012-01-01 |
| publisher | Universitaria Press Craiova |
| record_format | Article |
| series | Management & Marketing |
| spelling | doaj-art-51cbd33bfc6e4d95a3bcadcd91988e922025-08-20T03:06:40ZengUniversitaria Press CraiovaManagement & Marketing1841-24162012-01-01X1125132THE ROLE OF BRANDING IN MARKETING STRATEGYRoxana DUMITRIUIn 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.http://www.mnmk.ro/documents/2012-first/11_23_1_12_FFF.pdfmarketing strategybrandingvalue in marketing |
| spellingShingle | Roxana DUMITRIU THE ROLE OF BRANDING IN MARKETING STRATEGY Management & Marketing marketing strategy branding value in marketing |
| title | THE ROLE OF BRANDING IN MARKETING STRATEGY |
| title_full | THE ROLE OF BRANDING IN MARKETING STRATEGY |
| title_fullStr | THE ROLE OF BRANDING IN MARKETING STRATEGY |
| title_full_unstemmed | THE ROLE OF BRANDING IN MARKETING STRATEGY |
| title_short | THE ROLE OF BRANDING IN MARKETING STRATEGY |
| title_sort | role of branding in marketing strategy |
| topic | marketing strategy branding value in marketing |
| url | http://www.mnmk.ro/documents/2012-first/11_23_1_12_FFF.pdf |
| work_keys_str_mv | AT roxanadumitriu theroleofbrandinginmarketingstrategy AT roxanadumitriu roleofbrandinginmarketingstrategy |