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Brand Orientation: A mindset for building brands into strategic resources

Urde, Mats LU (1999) In Journal of Marketing Management 15. p.117-133
Abstract
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 ...
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
mindset, brand strategy, competitive advantages, Brand orientation, resouces
in
Journal of Marketing Management
volume
15
pages
117 - 133
publisher
Westburn Publishers
ISSN
0267-257X
DOI
10.1362/026725799784870504
language
English
LU publication?
yes
id
985f8481-1d03-46c4-ac55-15bdc3ae8e4e (old id 1785090)
date added to LUP
2011-02-09 08:49:46
date last changed
2016-04-16 08:27:15
@article{985f8481-1d03-46c4-ac55-15bdc3ae8e4e,
  abstract     = {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. <br/><br>
<br/><br>
Learning to see intangible values and symbols as resouces is the necessary step in brand orienation ...<br/><br>
<br/><br>
Case studies Nestlé, DuPont, Tetra Pak, Volvo ...},
  author       = {Urde, Mats},
  issn         = {0267-257X},
  keyword      = {mindset,brand strategy,competitive advantages,Brand orientation,resouces},
  language     = {eng},
  pages        = {117--133},
  publisher    = {Westburn Publishers},
  series       = {Journal of Marketing Management},
  title        = {Brand Orientation: A mindset for building brands into strategic resources},
  url          = {http://dx.doi.org/10.1362/026725799784870504},
  volume       = {15},
  year         = {1999},
}