Launch of the study "Brand orientation and business performance"

The Leading Brands of Spain Forum (FMRE) and Summa Branding, with the support of the Spanish Patent and Trademark Office, O.A. (SPTO) and the collaboration of Iberinform have launched the report 'Brand orientation and business performance'.

The report has been made in order to identify the variables that define brand orientation, analyze the correlation between it and business performance and establish a 'Brand Orientation Index' as a useful diagnostic tool for businesses. The virtual presentation ceremony was attended by, among others, the director of the SPTO and the director of the FMRE.

The study identifies up to 70 key variables that define Brand Orientation, which are grouped into three dimensions: Philosophy (how the brand is understood in the organization), Governance (how the brand is organized and managed) and Conduct (how the brand is acted and the brand promise is delivered).

According to the results of the study, companies with an Advanced Brand Orientation achieve better results in parameters such as turnover, growth, profitability, or job creation. In addition, and in order to improve the management of brands in companies, the study concludes with 10 recommendations to put the brand at the center of business strategy.

Do not miss it! You can read the report at the SPTO website.