What is brand orientation?

What is brand orientation? [With examples]

TL;DR Brand orientation is a management philosophy that puts brands at the center. It sees the brand as a strategic device and a competitive advantage. Brand orientation has an impact on profits and brand performance in addition to providing a framework of behavior. It can be evaluated across eight different dimensions including implementation, relationships and…

What Is Customer Based Brand Equity?
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What Is Customer Based Brand Equity?

Customer based brand equity is a valuable framework that describes how consumers perceive brands and how brand equity is created. It treats brand equity as a product of brand awareness and brand image in consumers’ minds. Customer based brand equity is one of the most popular representations of the added value of a brand. In…