WELCOME

Mats Urde is a researcher and consultant in brand strategy. As a brand strategist and speaker, with a long track record of practical experience, he helps corporations and organizations to become more brand-oriented. Mats Urde, PhD, is associate professor (part-time) at Lund University in Sweden and has earned an international reputation for his research about strategic brand management.

TO BRAND ORIENTATION …

For an organization, brand orientation means that brands become a hub for the strategy process. Brand orientation is a mindset where brand issues are viewed as critical issues by all members of the organization. In principal, a brand can’t be stronger externally in the market than it is rooted internally within the organization. The identity of the brand must engage the whole organization and affect all processes, behavior, and communication. The goal in a brand-oriented organization is to create, develop, and protect brands as valuable resources and as sustainable competitive advantages.

Mats Urde’s knowledge and passion for the management and building of brands is reflected in his writing, lecturing, and work as a consultant. With his field-based research with Nestlé, Volvo, DuPont, and Nicorette, he was one of the pioneers of brand orientation – a new way to work and understand the brands of a corporation.

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… AND THE MATRIX.

The corporate brand identity matrix guide executive teams through a structured set of questions that examine aspects of identity related to the organization’s mission, culture, competences, and other defining characteristics.

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THE MATRIX

The corporate brand identity matrix guide executive teams through a structured set of questions that examine aspects of identity related to the organization’s mission, culture, competences, and other defining characteristics.

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