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Branding in marketing’s strategic planning

Author: Belostecinic Igor
Degree:doctor of economics
Speciality: 08.00.06 - Marketing; Logistics
Scientific adviser: Oxana Savciuc
doctor, associate professor (docent), Academy of Economic Studies of Moldova
Institution: Academy of Economic Studies of Moldova


The thesis was presented on the 20 February, 2019
Approved by NCAA on the 19 April, 2019


Adobe PDF document2.10 Mb / in romanian
Adobe PDF document2.30 Mb / in romanian


CZU 339.138:347.772

Adobe PDF document 10.74 Mb / in russian
164 pages


trademark, brand, branding, marketing, strategic planning in marketing , internet-branding


Location: Chisinau Submission year of thesis: 2018 Dissertation contents: The thesis is written in Russian language, it consists of an introduction, three chapters, conclusions and recommendations, bibliography of 168 sources, 13 figures, 11 tables, 1 formula and 7 annexes. The work contains in total 164 pages, from which 131 pages are of main text (excluding bibliography, annexes).

The number of publications on the topic: The obtained results are reflected in 8 scientific articles.

Speciality: 521.04. Marketing and Logistics The aim of the work consists in development of theoretical framework, the development of methodological and practical recommendations aimed at improving marketing in brands’ dominion, in particular, on the Moldovan market, which can then be adapted, both by private and public companies in other countries practicing market economy. This work is devoted to the modern brand management in the long-term application.

Scientific novelty and originality of the research consist in a comprehensive analysis of the world’s and Moldova’s brands, of the trends of its change and development, revealed innovative marketing policies and strategies.

Current major scientific problem, solved within the thesis consists in theorization and explanation of the application of methods of brand management and use of branding in the long term in the Republic of Moldova.

The practical value of the research resides in the possibility of using the research results to the local marketing to develop brands, to meet the new local and global realities.

Implementation of scientific results of the present study were presented and discussed at scientific conferences, symposiums and workshops, as well as published in economical scientific journals in this field. Many of the recommendations were accepted for implementation in the activity of the first Moldovan marketing agency Promarketing SRL and its clients.