Brand Orientation: A mindset for building brands into strategic resources
Författare
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 ...
Learning to see intangible values and symbols as resouces is the necessary step in brand orienation ...
Case studies Nestlé, DuPont, Tetra Pak, Volvo ...
Publiceringsår
1999
Språk
Engelska
Sidor
117-133
Publikation/Tidskrift/Serie
Journal of Marketing Management
Volym
15
Dokumenttyp
Artikel i tidskrift
Förlag
Westburn Publishers
Ämne
- Economics and Business
Nyckelord
- mindset
- brand strategy
- competitive advantages
- Brand orientation
- resouces
Status
Published
ISBN/ISSN/Övrigt
- ISSN: 0267-257X