Abstract
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.
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 language | English |
|---|---|
| Pages (from-to) | 18-32 |
| Journal | Journal of Consumer Marketing |
| Volume | 11 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - 1994 |
Subject classification (UKÄ)
- Economics and Business
Keywords
- Brand orientation Brand strategy Corporate branding