Construct · 1 fields · 1 citations

brand orientation: a standalone construct

One name. One construct. A landmark on the map.

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Branding

an organizational approach in which processes revolve around creating and protecting brand identity as a strategic resource.

In branding, brand orientation refers to an organizational approach in which processes revolve around creating and protecting brand identity as a strategic resource. This meaning comes from Urde (1999) in Journal of Marketing Management.[1]

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Nearby constructs

identity6 fields · 14 citationsjingle · one name, six constructs orientation4 fields · 5 citationsjingle · one word, four constructs resource4 fields · 6 citationsjingle · one word, four constructs

References

Urde, M. (1999). Brand Orientation: A Mindset for Building Brands into Strategic Resources. Journal of Marketing Management, 15(1-3), 117-133. https://doi.org/10.1362/026725799784870504

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