A Study on the Effect of Brand Orientation and Strategic Brand Management on Brand Performance

Abstract

Branding as a managerial discipline has been extensively studied by academic scholars and industrial researchers. But, the scope of research has been limited to large organisations that have got ample resources both intellectual and financial to invest on the brand building and brand management strategies. It is widely acknowledged that brand building is a long term strategy and requires consistent and meticulous planning and execution. newlineIndia has been in the fastest growing markets among the world in the last decades. With huge population and available resources, it is most likely that the newlineAsian countries like India and China can influence the world economy and surpass the American economy which has been dominating the rest of the world. The strategy of a firm should be multidimensional in the advent of globalisation. The strategy should be able to balance the absorption of new shocks and grasping new opportunities. Absorption of shocks happens by protected core market, a brand strong enough to sustain threat, whereas the agility helps in grabbing opportunities. newlineWhile the Indian firms display agility in their marketing process, they are failing to create strong brands to absorb shocks(Baladi, 2011). Most companies in India are started as family business and are still run as family owned businesses. In such a setup, decision making lies in the hands of single individual. In the case of companies that are publicly listed, the CEO normally retains the power of decision making and it is never made an inclusive process (Baladi, 2011). newlineThis study tries to address the following three research questions. newline1. How does a company being brand oriented and employing brand management as a strategy effects its brand performance? newline