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Brand Orientation – A Strategy for Survival

Författare:
Publiceringsår: 1994
Språk: Engelska
Sidor: 18-32
Publikation/Tidskrift/Serie: The Journal of Consumer Marketing
Volym: 11
Nummer: 3
Dokumenttyp: Artikel
Förlag: MCB University Press

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.

Disputation

Nyckelord

  • Social Sciences
  • Brand orientation Brand strategy Corporate branding

Övriga

Published
Yes
  • ISSN: 0736-3761

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