Brand orientation: a mindset for building brands into strategic resources

Article Abstract:

It is possible to distinguish between market orientation, which can be regarded as a key element in the marketing discipline, and brand orientation, in which companies establish ongoing links with target customers through creating, developing and protecting brand identity. There is a need for a deliberate approach to brands as strategic resources, and companies must regard working with brands as an ongoing process designed to create value and meaning. Attention must be given to protecting brands, as well as to creating and developing them. The choice of the brand as a basis for marketing is a key difference between market orientation and brand orientation.

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Built-in branding: how to engineer a leadership brand

Article Abstract:

Leadership brands establish a strong presence throughout an entire organization, rather than just being a label. They represent something, and display this meaning in all that they do. A leadership brand is developed from a set of activities to work together to establish an authentic and complete experience for consumers. Companies that are willing to construct their organization around a single concept can boost their ability to communicate and their ability to establish a new identity for themselves.

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