The Importance of Branding and Rebranding for strategic Marketing

Abstract

The present paper’s main purpose is to establish a connection 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 efforts as a necessity 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 the brand’s image, forcing that company to rethink the whole branding strategy and proceed to rebrand.