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Brand Orientation – A Strategy for Survival

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Author

Summary, in English

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.

Publishing year

1994

Language

English

Pages

18-32

Publication/Series

Journal of Consumer Marketing

Volume

11

Issue

3

Document type

Journal article

Publisher

Emerald Group Publishing Limited

Topic

  • Economics and Business

Keywords

  • Brand orientationBrand strategyCorporate branding

Status

Published

ISBN/ISSN/Other

  • ISSN: 0736-3761