Enhancing Brand Value of Modern Organizations through Digital Marketing Tools and Techniques: A Study on Top Ten Romanian Companies

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.