Abstract

Nowadays, according to the daily increasing intensification of the competition in the market and the shift in the organizations’ orientation as well as in their business methods, the successful type of business entities is the one featuring dynamic and universal information, completely flexible and rapidly reacting to the market changes. The various surveys are indicative of the idea that the marketing strategies are amongst the most important business strategies and play essential roles in organizations’ planning processes. Inter alia the tangible aspects of a product or a service, brand image is the most important thing towards which the majority of the marketing strategies is directed and tends to present a more accentuated visage thereof. To do so, the service sectors do their best to communicate with the customers so as to create a pleasant image in the customers’ minds via the effect they exert on their perception of the received services and this, per se, is one of the important strategies used in the marketing branch of every organization that facilitates the organization’s streamlining towards the success. The present study aims at the investigation of the importance of strategic management and marketing strategies as well as illustrating and evaluating the mediatory role of brand equity as one important organization’s marketing strategy and explaining the effect it has on the establishment of successful communication with the customers and the brand image.