%0 Journal Article
%T THE ROLE OF BRANDING IN MARKETING STRATEGY
%A Roxana DUMITRIU
%J Management & Marketing
%D 2012
%I Universitaria Press Craiova
%X 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.
%K marketing strategy
%K branding
%K value in marketing
%U http://www.mnmk.ro/documents/2012-first/11_23_1_12_FFF.pdf