Brand orientation: managing organizations from a brand perspective

Research output: Chapter in Book/Report/Conference proceedingChapter in book

Original languageEnglish
Title of host publicationBrand Theories
Subtitle of host publicationPerspectives on brands and branding
EditorsJon Bertilsson, Veronika Tarnovskaja
Place of PublicationStockholm
PublisherStudentlitteratur AB
Number of pages19
ISBN (Print)9789144116242
Publication statusPublished - 2017

Swedish Standard Keywords

  • Business Administration (50202)


  • brand orientation
  • brand orientation contexts
  • brand orientation frameworks
  • internal branding
  • leadership
  • market-oriented positioning

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