Brand Orientation: A mindset for building brands into strategic resources

Mats Urde

doi:10.1362/026725799784870504

Brand Orientation: A mindset for building brands into strategic resources

Mats Urde

Department of Business Administration

Research output: Contribution to journal › Article › peer-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 language	English
Pages (from-to)	117-133
Journal	Journal of Marketing Management
Volume	15
DOIs	https://doi.org/10.1362/026725799784870504
Publication status	Published - 1999

Subject classification (UKÄ)

Economics and Business

Free keywords

mindset
brand strategy
competitive advantages
Brand orientation
resouces

Access to Document

10.1362/026725799784870504

Brand orientation in action: Toward a relational approach
Urde, M. (Role not specified) & Gyrd-Jones, R. I. (Role not specified)
2022 Nov 16
Activity: Examination and supervision › External Reviewer of PhD thesis/Opponent

ResearchGate Score 2022
Urde, M. (Recipient), 2022 Nov 30
Prize: Other distinction

File

Cite this

@article{985f84811d0346c4ac5515bdc3ae8e4e,

title = "Brand Orientation: A mindset for building brands into strategic resources",

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 Nestl{\'e}, DuPont, Tetra Pak, Volvo ...",

keywords = "mindset, brand strategy, competitive advantages, Brand orientation, resouces",

author = "Mats Urde",

year = "1999",

doi = "10.1362/026725799784870504",

language = "English",

volume = "15",

pages = "117--133",

journal = "Journal of Marketing Management",

issn = "0267-257X",

publisher = "Westburn Publishers",

}

TY - JOUR

T1 - Brand Orientation: A mindset for building brands into strategic resources

AU - Urde, Mats

PY - 1999

Y1 - 1999

N2 - 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 ...

AB - 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 ...

KW - mindset

KW - brand strategy

KW - competitive advantages

KW - Brand orientation

KW - resouces

U2 - 10.1362/026725799784870504

DO - 10.1362/026725799784870504

M3 - Article

SN - 0267-257X

VL - 15

SP - 117

EP - 133

JO - Journal of Marketing Management

JF - Journal of Marketing Management

ER -

Brand Orientation: A mindset for building brands into strategic resources

Abstract

Subject classification (UKÄ)

Free keywords

Access to Document

Fingerprint

Activities

Brand orientation in action: Toward a relational approach

Prizes

ResearchGate Score 2022

Cite this