Brand Orientation: A mindset for building brands into strategic resources

Research output: Contribution to journalArticlepeer-review

Abstract

Brand orientation is an approach in which the process of the organization revolve around the creation, development, and protection of brand identity in an ongoing interaction with the target group with the aim of achieving lasting competitive advantages.

Learning to see intangible values and symbols as resouces is the necessary step in brand orienation ...

Case studies Nestlé, DuPont, Tetra Pak, Volvo ...
Original languageEnglish
Pages (from-to)117-133
JournalJournal of Marketing Management
Volume15
DOIs
Publication statusPublished - 1999

Subject classification (UKÄ)

  • Economics and Business

Keywords

  • mindset
  • brand strategy
  • competitive advantages
  • Brand orientation
  • resouces

Fingerprint

Dive into the research topics of 'Brand Orientation: A mindset for building brands into strategic resources'. Together they form a unique fingerprint.

Cite this