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Brand Orientation – A Strategy for Survival

Urde, Mats LU (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:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Brand orientation Brand strategy Corporate branding
in
Journal of Consumer Marketing
volume
11
issue
3
pages
18 - 32
publisher
MCB University Press
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
2011-02-03 11:15:59
date last changed
2017-08-06 04:41:50
@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},
  keyword      = {Brand orientation
Brand strategy
Corporate branding},
  language     = {eng},
  number       = {3},
  pages        = {18--32},
  publisher    = {MCB University Press},
  series       = {Journal of Consumer Marketing},
  title        = {Brand Orientation – A Strategy for Survival},
  url          = {http://dx.doi.org/10.1108/07363769410065445},
  volume       = {11},
  year         = {1994},
}