ABSTRACT
This chapter proposes that managers attend to both the external identity of the brand and firm-level supportive practices that will enable staff to reinforce the brand promise. Drawing on the experience of Merino NZ, I identify six components of a brand orientation that can guide managers of other cooperatives. Thus, in this chapter I will identify the importance of brand orientation for agri-business, explore how Merino NZ implemented a brand strategy, identify six components of brand orientation, and suggest ways managers can enhance brand value.
