ОРИЕНТАЦИЯ НА БРЕНД: СУЩНОСТЬ И ПОЛОЖЕНИЕ В ТЕОРИИ МАРКЕТИНГА
The paper aims to clarify the construct of brand orientation and to justify the independent place of the brand orientation concept in marketing. Despite more than 20 years of existence of brand orientation construct, relatively little research has been conducted to understand the complex nature of being brand oriented and there is still a lot of debates concerning the main characteristics that describe brand orientation and distinguish brand orientation and marketing orientation. At the same time, the meaning of the brand orientation construct is blurred and each of the existing definitions appeals to the circumstances in which the construct is analyzed. But as far there is still no definition that reflects the multidimensionality of brand orientation.
The results of the literature research show that changing market conditions, the development of the relational paradigm and the expansion of the branding functionality could be accepted as the preconditions of the brand orientation appearance. Three parts that brand orientation construct is consisted of, strategy, tactics, and instrument of measurement, are among the key findings of this study. The findings also suggest that brand orientation and market orientation are two different strategic approaches and brand orientation has its own place in the theory of marketing because it rests on the superior value of the brand and relies on brand values and brand positioning while developing company`s business strategy.