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About Resource Exploration in Brand-Oriented Company: A Conceptual Model
This document discusses a conceptual model for exploring resources in brand-oriented companies based on resource-based theory. It proposes that brand-oriented companies view their brand as a strategic resource and focus their processes around developing and protecting the brand identity. The conceptual model identifies five key characteristics of brand-oriented companies: 1) awareness of branding importance and implementation of branding strategies, 2) creating brand meaning and value, 3) converting organizational values into brand values, 4) making the brand central to decision-making processes, and 5) emphasizing customer relationships to understand preferences. The goal is to better understand how internal resources can be leveraged to develop strong brands and competitive advantages for small and medium-sized enterprises.
Detailed Information
| Author: | ['CésarAugustoSantana'] |
|---|---|
| Publication Year: | 2018 |
| Pages: | 11 |
| Language: | English |
| Format: | |
| Price: | FREE |
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