In recognizing this need to use brands as a basis for competitive advantage, organizations are reaching beyond the traditional market orientation framework and are develop-ing a brand orientation. In this sense, one sees market orientation, with its long-term focus, as creating the conditions for brand orientation as a means of translating the goals and objectives of market orientation into a medium- to long-term actionable set of activities. A review of the literature indicates the notion that brand orientation should be embedded in all organizational activities to build a strong relationship with principal stakeholders.conceptualization and operationalization of brand orientation indicates four components: