Add to ORKGAbstract Purpose: The purpose of this paper is to investigate the extent to which a strongly identity driven (brand oriented) organization in the not-for-profit sector can meet the expectations of the market’s wants and needs and still stay true to its identity. Methodology: Literature review, case studies Findings: The paper finds that brand oriented organizations that are fully aligned with their identity in their market oriented actions seem to be more successful. Furthermore, it finds that being brand oriented and driven by the identity is not enough. An organization must not only see itself as a brand, but also act as one in order to achieve the best possible outcome when performing market oriented activities. Original/value: The paper...
Brand orientation is an approach in which the process of the organization revolve around the creatio...
With the advent of the digital economy era, the relationship between consumers and brands is changin...
Purpose - The purpose of this paper is to propose a fundamentally new extension of the marketing par...
Brands have become one of the most discussed phenomena of marketing research to recent years. An i...
Purpose – The paper undertakes an empirical study to investigate the nature and magnitude of potenti...
Organizations today face big challenges as a result of increased exposure. A distinct and recognizab...
Along with the ever-expanding interest in brands, the brand orientation concept has since its incept...
The literature suggests brands that consumers perceive as differentiated from other competing brands...
The marketing strategies concerning the establishment of a brand originally come from the business s...
Building a strong brand identity has become a major marketing concern for many organisations. In pre...
Companies cannot build their strategy on predictable markets anymore ‐ all organizations nowadays ne...
Most literature focuses on the branding in the profit sector, while few efforts have been spent on s...
The purpose of this paper is to examine the relationship between corporate identity, corporate marke...
Marketing is a relevant subject for any organisations since every organisation can have their own cu...
The purpose of this paper is to examine the relationship between ‘market orientation ’ and ‘brand or...
Brand orientation is an approach in which the process of the organization revolve around the creatio...
With the advent of the digital economy era, the relationship between consumers and brands is changin...
Purpose - The purpose of this paper is to propose a fundamentally new extension of the marketing par...
Brands have become one of the most discussed phenomena of marketing research to recent years. An i...
Purpose – The paper undertakes an empirical study to investigate the nature and magnitude of potenti...
Organizations today face big challenges as a result of increased exposure. A distinct and recognizab...
Along with the ever-expanding interest in brands, the brand orientation concept has since its incept...
The literature suggests brands that consumers perceive as differentiated from other competing brands...
The marketing strategies concerning the establishment of a brand originally come from the business s...
Building a strong brand identity has become a major marketing concern for many organisations. In pre...
Companies cannot build their strategy on predictable markets anymore ‐ all organizations nowadays ne...
Most literature focuses on the branding in the profit sector, while few efforts have been spent on s...
The purpose of this paper is to examine the relationship between corporate identity, corporate marke...
Marketing is a relevant subject for any organisations since every organisation can have their own cu...
The purpose of this paper is to examine the relationship between ‘market orientation ’ and ‘brand or...
Brand orientation is an approach in which the process of the organization revolve around the creatio...
With the advent of the digital economy era, the relationship between consumers and brands is changin...
Purpose - The purpose of this paper is to propose a fundamentally new extension of the marketing par...