THE ROLE OF MARKETING STRATEGIES IN THE PROCESS OF BRAND CREATION

Abstract

This article examines the theoretical and practical significance of marketing strategies in the process of brand creation. A brand is not only a distinguishing feature that separates a product or service from its competitors but also a marketing tool that instills certain values, trust, and emotional connection in the consumer’s mind. Marketing strategies in brand development include the study of consumer needs, market segmentation, effective positioning, advertising and communication policies, as well as the utilization of digital marketing opportunities. Through these strategies, companies achieve long-term competitive advantage and enhance their economic efficiency.