Abstract
ABSTRACT In a competitive market, brand-oriented firms will be able to survive with their brand because a strong brand is a powerful marketing tool to create added value to a firm’s products and services. This paper conceptualizes five dimensions of strategic brand orientation, including brand vision focus, brand identity awareness, brand image concern, brand value concentration, and brand equity orientation. Moreover, this paper also explores the role of strategic brand orientation, acting as important factors for improving marketing survival through organizational product success, unconditional customer fulfillment, competitive action effectiveness, market acceptance outstanding, marketing excellence, and marketing advantage by using organization-stakeholder relationship as a moderator. The relationship among these constructs can be explained by two theories consisting of the resource advantage theory and stakeholder theory. This paper expands the knowledge regarding strategic brand orientation creation and its consequences. Keywords Strategic brand orientation, organizational product success, unconditional customer fulfillment, competitive action effectiveness, market acceptance outstanding, marketing excellence, marketing advantage, marketing survival, organization-stakeholder relationship
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