Brand value-adding capability: To achieve brand objectives, organizations need to manage their internal and external activities to maximize value-adding capabilities. Brand orientation focuses on consumers' utilitarian satisfaction, and hence a critical role in this is the communication of the beliefs and capabilities the organization employs to add value beyond the functional aspects. This can include, for example, an emphasis on service, quality, or brand personality, and it facilitates the establishment of mutual brand knowledge with customers and other key stakeholders.