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Brand Orientation: A mindset for building brands into strategic resources

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Author

Summary, in English

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 ...

Publishing year

1999

Language

English

Pages

117-133

Publication/Series

Journal of Marketing Management

Volume

15

Document type

Journal article

Publisher

Westburn Publishers

Topic

  • Economics and Business

Keywords

  • mindset
  • brand strategy
  • competitive advantages
  • Brand orientation
  • resouces

Status

Published

ISBN/ISSN/Other

  • ISSN: 0267-257X