TY  - JOUR
AB  - Brand orientation means that the formulation of company strategy is
based on brands. By focussing the company′s commitment and resources on
building, developing and nurturing brands, a platform for a sustainable
competitive strategy is achieved. Presents a model of a brand‐oriented
company using the concepts of product, trademark, corporate name,
corporate identity, positioning, target group and brand vision. It is
management′s task and challenge to synchronize these concepts with a
view to generating added value and brand loyalty. The case of the
Pharmacia Nicorette provides an illustration of the transition from
product focus to brand orientation. The importance of brand orientation
for industry and commerce is enhanced by three drivers: decreasing
product divergence, increasing media costs and continuing market
integration. A corporate management capable of exploiting the potential
of brands may obtain long term competitive advantages – a strategy for
survival in a growing number of companies.
VL  - 11
IS  - 3
SN  - 0736-3761
DO  - 10.1108/07363769410065445
UR  - https://doi.org/10.1108/07363769410065445
AU  - Urde Mats
PY  - 1994
Y1  - 1994/01/01
TI  - Brand Orientation – A Strategy for Survival
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 18
EP  - 32
Y2  - 2024/04/24
ER  -