Incorporating Strategic Brand Orientation into Marketing Strategy: Developing Brand through Strategically Deploying Resources

Brands are source of sustained competitive advantage. To build strong brands, brands should be put on firms´ center position and be invested in strategic level. This article addresses how to build strong brands through strategically deploying firms´ resources. To build strong brands, brands should also be put on firms´ center position and be invested in higher strategic level. Strategic brand orientation is put brands as firms´ center activities through deploying resources in company strategy level. Strategic brand orientation will create strong brand, and enable firms to get higher performance and shareholder value. Integrated with other departments´ activities and deploying resources, firms strategically invest in branding. The implementation of strategic brand orientation includes STP strategy, marketing competitive strategy, etc. The specific tactics are increasing brand image and defining clear positioning, developing brand features and unique, intensifying customers´ service and brand knowledge.