THE ROLE OF BRANDING IN MARKETING STRATEGY Cover Image

THE ROLE OF BRANDING IN MARKETING STRATEGY
THE ROLE OF BRANDING IN MARKETING STRATEGY

Author(s): Roxana Dumitriu
Subject(s): Economy
Published by: Editura Universitaria Craiova
Keywords: Job satisfaction; organizational commitment; human resource management; Pakistan

Summary/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.

  • Issue Year: 2012
  • Issue No: 1
  • Page Range: 125-132
  • Page Count: 8
  • Language: English
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