Brand Orientation – A Strategy for Survival
The future of many companies lies in brands.By using brands as a starting point in the formulation of company strategy, an important precondition for a new direction – brand orientation – is created. Established brands have a great potential for increasing the ability of companies to compete as well as generating their growth and profitability. Awareness of this potential will make brands important in the formulation of company strategies as a source for sustainable competitive advantage.
The purpose of this article is to illustrate the transition from product focus to brand orientation. Managing a brand-oriented company involves organizing and controlling the operations in such a way that an attractive added value can be created. The aim is that this should be accomplished with unchanged or increased total brand equity.
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