Brand Orientation: A Mindset for Building Brands into Strategic Resources

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 ...