haku: @author Urde, M. / yhteensä: 3
viite: 3 / 3
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| Tekijä: | Urde, M. |
| Otsikko: | Brand orientation: a mindset for building brands into strategic resources |
| Lehti: | Journal of Marketing Management
1999 : APR, VOL. 15:1-3, p. 117-134 |
| Asiasana: | MARKETING MANAGEMENT BRANDS DEVELOPMENT |
| Kieli: | eng |
| Tiivistelmä: | Learning to see intangible values and symbols as resources is the necessary step in brand orientation. At certain companies, this can mean a step into a new reality -- brand reality. A new way of approaching brands within companies. This is the heart of the discussion that will be pursued in this article. There has as yet been no fundamental discussion about the way in which brands are mentally approached are about the overarching conceptual frameworks that are used by companies that compete primarily via their brands. |
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