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This research study aims to estimate the impact of market orientation and brand orientation on strengthening brand performance. The study tests whether elements of market orientation like customer orientation, competitor orientation and internal marketing function affects brand orientation and in turn whether brand orientation affects brand performance in beverage industry of Pakistan. A standardized questionnaire was distributed among different people pertinent to beverage industry (distributors, whole sellers, retailers, sales force and employees etc). A total of 2000 questionnaires were sent through emails and 483 effective responses were collected. The response rate is 24%. A model with hypotheses of the relationships between the constructs was built. The results of the structural equation model suggest that customer orientation and interfunctional coordination, has positive effect on brand orientation, while competitor orientation has a non-significant effect. Moreover, the study concludes that brand orientation has a substantial impact on strengthening brand performance.
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