Brand Orientation – A Strategy for Survival
Författare
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.
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.
Publiceringsår
1994
Språk
Engelska
Sidor
18-32
Publikation/Tidskrift/Serie
Journal of Consumer Marketing
Volym
11
Issue
3
Dokumenttyp
Artikel i tidskrift
Förlag
Emerald Group Publishing Limited
Ämne
- Economics and Business
Nyckelord
- Brand orientationBrand strategyCorporate branding
Status
Published
ISBN/ISSN/Övrigt
- ISSN: 0736-3761