Brand Orientation – A Strategy for Survival

Mats Urde

doi:10.1108/07363769410065445

Brand Orientation – A Strategy for Survival

Mats Urde

Företagsekonomiska institutionen

Forskningsoutput: Tidskriftsbidrag › Artikel i vetenskaplig tidskrift › Peer review

Sammanfattning

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.

Originalspråk	engelska
Sidor (från-till)	18-32
Tidskrift	Journal of Consumer Marketing
Volym	11
Nummer	3
DOI	https://doi.org/10.1108/07363769410065445
Status	Published - 1994

Ämnesklassifikation (UKÄ)

Ekonomi och näringsliv

Tillgång till dokument

10.1108/07363769410065445

ResearchGate Score 2022
Urde, Mats (Mottagare), 2022 nov. 30
Pris: Annan utmärkelse

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title = "Brand Orientation – A Strategy for Survival",

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.",

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DO - 10.1108/07363769410065445

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SN - 0736-3761

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Brand Orientation – A Strategy for Survival

Sammanfattning

Ämnesklassifikation (UKÄ)

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ResearchGate Score 2022

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