Brand Orientation – A Strategy for Survival

Research output: Contribution to journalArticlepeer-review


This was the first international article on brand orientation.
Brand orientation is defined and related to other orientation.
The article is also an early fore runner within the field of corporate branding. The relation between product brands and corporate brands is discussed with the Nicorette / Pharmacia case study.
Original languageEnglish
Pages (from-to)18-32
JournalJournal of Consumer Marketing
Issue number3
Publication statusPublished - 1994

Subject classification (UKÄ)

  • Economics and Business


  • Brand orientation Brand strategy Corporate branding


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