Frans Melin

Frans Melin

Senior lecturer

Personal profile


My main research area concerns strategic brand management, which theoretically is positioned in the intersection of marketing, strategy and organization.  Using both qualitative and quantitative methods I an especially interested in studying brand orientation, a min-set where the brand is perceived as the hub of the organization.  Currently I am primarily focusing on analyzing the key drivers of brand orientation, on understanding the specific challenges of adopting a brand oriented min-set and on investigating the relationship between brand orientation and organizational performance in the private, public and non-profit sector.

UKÄ subject classification

  • Business Administration

Free keywords

  • Branding
  • Brand management


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Collaborations the last five years

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