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Sammanfattning
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 ...
Learning to see intangible values and symbols as resouces is the necessary step in brand orienation ...
Case studies Nestlé, DuPont, Tetra Pak, Volvo ...
Originalspråk | engelska |
---|---|
Sidor (från-till) | 117-133 |
Tidskrift | Journal of Marketing Management |
Volym | 15 |
DOI | |
Status | Published - 1999 |
Ämnesklassifikation (UKÄ)
- Ekonomi och näringsliv
Fingeravtryck
Utforska forskningsämnen för ”Brand Orientation: A mindset for building brands into strategic resources”. Tillsammans bildar de ett unikt fingeravtryck.Aktiviteter
- 1 Opponent
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Brand orientation in action: Toward a relational approach
Urde, M. (Roll ej angiven) & Gyrd-Jones, R. I. (Roll ej angiven)
2022 nov. 16Aktivitet: Examination och handledarskap › Opponent