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The Role Of Branding In Marketing Strategy

Author

Listed:
  • Roxana DUMITRIU

    (University of Craiova)

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.

Suggested Citation

  • Roxana DUMITRIU, 2012. "The Role Of Branding In Marketing Strategy," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 125-132, May.
    • Handle: RePEc:aio:manmar:v:x:y:2012:i:1:p:125-132
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    File URL: http://mnmk.ro/documents/2012-first/11_23_1_12_FFF.pdf
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    References listed on IDEAS

    as
    1. Catalin Mihail BARBU & Radu Florin OGARCA & Mihai Razvan Constantin BARBU, 2010. "Branding In Small Business," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(S1), pages 31-38, June.
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    Cited by:

    1. Mohammed Shahedul Quader & Shanewaz Mahmood Sohel, 2018. "Strategic Brand Experience To Differentiate B2b Service Offering: A Case Study Analysis," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 23(1), pages 49-82.

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    More about this item

    Keywords

    marketing strategy; branding; value in marketing;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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