The Importance Of Branding And Rebranding For Strategic Marketing

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An effective brand strategy gives you a major edge in increasingly competitive markets (Kotler & Armstrong, 2019). In the article “The Importance of Branding and Rebranding for Strategic Marketing”, author Raluca-Dania Todor (2014) claims that in the technological era quality of the product is not the only factor for success. She highlights the importance of branding strategy and discusses its connection with strategic marketing. While the article successfully achieves its objective of showing the link between branding and rebranding, the writer does not provide any recommendations.

In the article, Raluca Todor (2014) aims to show the connection between branding, rebranding, and strategic marketing and explain the importance of this connection for the company’s performance. The article is divided into several sections: an introduction with objectives, considerations regarding branding, branding strategy, rebranding strategy, and conclusion. Firstly, Todor (2014) analyzes brand equity from three different perspectives. The financial perspective determines the price premium for the product, the brand extension perspective is about brand awareness and creation of additional brands, and the consumer perspective is about positive consumer attitudes towards the product. Further, the writer analyzes strategic marketing, its characteristics, and components, and claims that all of them should be considered in branding strategy. Finally, Todor (2014) discusses the rebranding strategy and explains when rebranding can be implemented and when it should not. In the end part, he restates his thesis and states that both branding and rebranding decisions are difficult to make.

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In the article, Todor (2014) successfully achieves his goal of showing the connection between branding, rebranding, and strategic marketing. Firstly, he discusses each term separately and then explains the connections among them. For example, in branding strategy (part of the strategic marketing part), Todor (2014) defines what is strategic marketing and then explains what aspects of strategic marketing should be considered in brand marketing. It creates a clear picture in the mind of readers. In the rebranding strategy part, the author also firstly discusses decisions done on rebranding and then explains the connection of those decisions with strategic marketing. Moreover, she elaborates on her work by using many statistics, which makes her work more reliable. Therefore, the aim of the author is achieved.

On the other hand, the article has weaknesses, too. One of them is the absence of the recommendations part. Even though Todor (2014) succeed in explaining the connection between three concepts, she did not provide any case and did not make recommendations to the companies about how to use branding strategy effectively. Todor (2014) generally mentioned several well-known brands like Puma, Apple, Gucci, and their successful rebranding. However, he included a lack of information about them. Instead, he could use only one brand and deeply analyze its rebranding story, and provide recommendations based on that. Furthermore, because of the overabundance of information, readers may get distracted from the main idea of the article.

To conclude, even though Todor (2014) achieved his objective and successfully showed the connection between branding, rebranding, and strategic management, he does not provide any recommendations in the conclusion part. Also, the overflow of information may make the article complex to read. After restating his ideas in conclusion, he could give specific advice to companies about branding and rebranding tips and write the article simpler.


  1. TODOR, R. (2014). THE IMPORTANCE OF BRANDING AND REBRANDING FOR STRATEGIC MARKETING. Bulletin Of The Transilvania University Of Braşov, 7(2), 59-64.
  2. Kotler, P., & Armstrong, G. (2019). Principles of marketing. New York, NY: Pearson Education.     


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