Purpose In the growing stream of branding literature, the firm’s brand orientation is central to a marketing strategy. However, brand orientation literature primarily focuses on common firms or corporate brands that are not necessarily leading or well-known brands. This study aims to explore organisations representing well-known brands and the relationships to achieving a strong brand orientation from a management perspective. Design/methodology/approach This research adopted the seminal branding theories and marketing capabilities theory as its theoretical framework. It used a data set comprising selected Spanish firms associated with leading brands that are members of the Spain Forum of Leading Brands. To avoid misspecification concerns, model testing used four equations system with seemingly unrelated regression, ordinary least squares regression and partial least squares-structural equation modelling. Findings This study found significant and positive relationships linking the role of the brand in the business strategy, internal branding and utilisation of a brand management system with attention to brand–customer touchpoints and, subsequently, brand orientation. Also, significant and positive relationships were found linking the role of the brand in the business strategy and utilisation of a brand management system with brand activation and, subsequently, brand orientation. Originality/value This study develops a theoretical framework from the management perspective of well-known brands and tests it with a unique data set of firms from the Spain Forum of Leading Brands.
Palomino-Tamayo et al. (Tue,) studied this question.