Strategic orientation of the business and its impact on brand performance

Undoubtedly, the success of a business is the business of brand performance. Company performance is influenced by the competitive advantage and competitive advantage, resulting in output of a firm's strategy is to lead a company relative to competitors in the market shows. Business strategies include integrated measures in search of competitive advantage. This strategy, to a management plan for an area or busines's activities of the organization to access corporate resources on its successful business performance drives. This study examines the strategic orientation of the business and its impact on brand performance of listed companies in Tehran Stock Exchange during the period from 1388 to 1393 was conducted. The study population was all firms active in the Tehran Stock Exchange that the filters were finally selected as statistical sample of 110 companies. In this study the strategic direction of the business to prospective companies and corporations defensive been divided into two categories and the combined scoring system was used to determine the strategy of each company. In addition to measuring brand performance of the two financial indicators Return on assets, return on equity is used. The results indicate that the strategic orientation of companies in the business a significant effect on brand performance through both indicators are used; In other words direct and significant relationship between the company's strategic orientation in the business and financial performance indicators of its brand through brand performance there.