Brand Orientation – A Strategy for Survival
(1994) In Journal of Consumer Marketing 11(3). p.18-32- Abstract
- 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.
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/1778970
- author
- Urde, Mats LU
- organization
- publishing date
- 1994
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Brand orientationBrand strategyCorporate branding
- in
- Journal of Consumer Marketing
- volume
- 11
- issue
- 3
- pages
- 18 - 32
- publisher
- Emerald Group Publishing Limited
- external identifiers
-
- scopus:12144259243
- ISSN
- 0736-3761
- DOI
- 10.1108/07363769410065445
- language
- English
- LU publication?
- yes
- id
- ff29d943-3e3b-4474-85b2-7434c6af4bf4 (old id 1778970)
- date added to LUP
- 2016-04-01 17:07:28
- date last changed
- 2023-10-24 14:04:41
@article{ff29d943-3e3b-4474-85b2-7434c6af4bf4,
abstract = {{This was the first international article on brand orientation. <br/><br>
Brand orientation is defined and related to other orientation. <br/><br>
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.}},
author = {{Urde, Mats}},
issn = {{0736-3761}},
keywords = {{Brand orientationBrand strategyCorporate branding}},
language = {{eng}},
number = {{3}},
pages = {{18--32}},
publisher = {{Emerald Group Publishing Limited}},
series = {{Journal of Consumer Marketing}},
title = {{Brand Orientation – A Strategy for Survival}},
url = {{http://dx.doi.org/10.1108/07363769410065445}},
doi = {{10.1108/07363769410065445}},
volume = {{11}},
year = {{1994}},
}