Managing a brand with a vision to marketing 5.0

„Lucian Blaga” University of Sibiu, Faculty of Engineering, Department of Industrial Machinery and Equipment, Romania

^* Corresponding author: elena.sima@ulbsibiu.ro

Abstract

Marketing strives to add value to the company by aiming to attract customers, convincing them to develop a buying intention and eventually become consumers. The importance of marketing also lies in the famous quote from Steve Jobs: “Customers do not know what they want until we offer them.” Over time, marketing has gone through several stages and produced the step with the evolution of technological innovation that is essential for the future of any successful business. The rapid development of technology and the fact that it is now increasingly accessible in terms of learning and costs have led to its popularization among marketers and consumers. The complete paper proposes to present a foray into the evolution of marketing and to present a successful Romanian company and how it manages the brand in the 5.0 marketing vision. The paper aims to highlight how following the marketing trends a successful company manages to grow even in the adverse conditions of the pandemic. Various methods are used to carry out the works, such as SWOT analysis and questionnaire-based survey. The paper is richly illustrated by suggestive, interpreted graphics that underlie the conclusions drawn from the study.