Publikationer
Brand Orientation – A Strategy for Survival
Avdelning/ar:
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.
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
Övrigt
Published
Yes
- ISSN: 0736-3761
