Du är här

Brand Orientation: A mindset for building brands into strategic resources

Författare:
Publiceringsår: 1999
Språk: Engelska
Sidor: 117-133
Publikation/Tidskrift/Serie: Journal of Marketing Management
Volym: 15
Dokumenttyp: Artikel
Förlag: Westburn Publishers

Sammanfattning

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 ...

Disputation

Nyckelord

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

Övrigt

Published
Yes

Box 117, 221 00 LUND
Telefon 046-222 00 00 (växel)
Telefax 046-222 47 20
lu [at] lu [dot] se

Fakturaadress: Box 188, 221 00 LUND
Organisationsnummer: 202100-3211
Om webbplatsen

LERU logo U21 logo