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Vol.8, No.1, February 2019. ISSN: 2217-8309 eISSN: 2217-8333
TEM Journal
TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS Association for Information Communication Technology Education and Science |
Enhancing Brand Value of Modern Organizations through Digital Marketing Tools and Techniques: A Study on Top Ten Romanian Companies
Andrei Niculescu, Dan Dumitriu, Claudiu Purdescu, Mirona Ana-Maria Popescu
© 2019 Dan Dumitriu, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)
Citation Information: TEM Journal. Volume 8, Issue 1, Pages 171-181, ISSN 2217-8309, DOI: 10.18421/TEM81-24, February 2019.
Received: 12 November 2018.
Abstract:
The role and importance of the brand, in addition to better distinguishing the services or products of a modern organization from those of another, and to create a strong reputation, is also to protect the investments made in the name under which that organization carries on the business and to offer the premises for long-term profitability. The current paper discusses brand value related issues of modern organizations also in regard to their online presence strategies and makes a survey that analyses the top ten companies in Romania that have the strongest brand value. This analysis aims to identify the most important aspects that contribute in building the value of the respective brands from digital marketing tools and techniques (DMTTs) usage perspective. After processing and analysing the results, some observations are made in order to consolidate and improve the current methods of enhancing the value of a brand through DMTTs type of strategies.
Keywords – digital marketing, brand value, modern organizations. |
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