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Rethinking the brand concept: new brand orientation

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References

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1990Market Orientation: The Construct, Research Propositions, and Managerial Implications4,123 cited
1992Marketing Services: Competing Through Quality2,178 cited
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1997Relations between organizational culture, identity and image1,239 cited
1998Managing Corporate Image and Corporate Reputation1,093 cited
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1998Brands as symbolic resources for the construction of identity823 cited
1991A framework for marketing image management.817 cited
1997Corporate identity: the concept, its measurement and management785 cited
1999Brand Orientation: A Mindset for Building Brands into Strategic Resources

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590 cited

1989Marketing Concepts and Strategies588 cited

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