The Importance of Branding and Rebranding for Strategic Marketing

• Author: Todor, R.D.
• Position: Transilvania University of Brasov
• Pages: 59-64

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 7 (56) No. 2 - 2014

THE IMPORTANCE OF BRANDING AND

REBRANDING FOR STRATEGIC

MARKETING

Raluca-Dania TODOR1

Abstract: The present paper’s main purpose is to establish a conection

between branding, rebranding and the efforts of developing a strategic

marketing plan. Today’s reality shows us that the quality of products or

services alone, can not ensure companies success anymore. Because of that

a lot of companies willing to obtain high profits, on national or international

markets, have to consider branding eforts as a necesity and not as an option.

Furthermore, even if the company’s efforts give birth to a successful brand,

time and market changes may lead to the erosion of brand’s image, forcing

that company to rethink the hole branding strategy and proceed to

rebranding.

Key words: branding, rebranding, strategic marketing.

1 Transilvania University of Brasov.

1. Introduction

Technological development will

continue to level the competitors, so it will

become increasingly difficult and uncertain

the success based only on product quality.

Therefore, the focus is increasingly more

on the brand which should bring additional

benefits, imposing companies aspirations,

guiding the brand to what it wants to

become, with a permanent opening to the

multitude of possibilities that may arise

along the way.

Raising the level of branding to an

academic initiative by creating Marketing

Science Institute in 2002, led to huge

changes in the theoretical and applied areas

going beyond traditional product and

service theory.

In essence, the strategy of branding is a

discipline that consists of a lot of work

planning, with clear objectives to achieve

on the long term.

2. Objectives

The paper tries to demonstrate the

connection between the importance of

branding strategy and the strategic

marketing.

Thus we can say that branding strategy

has crossed the border of product

strategies and became in time an important

component in strategic marketing. The

most important thing is that a company can

not create a coherent strategy without a

clear objective. A brand can not function

without a strategy and the strategic

marketing’s role is to implement this

strategy of branding or 'b rand building'.