With the advent of the digital economy era, the relationship between consumers and brands is changing. The mode of marketing, especially the paradigm of brand management, also needs to be adapted to change. Brand orientation has triggered a heated discussion on the dominant paradigm of market orientation and a new revolution in brand management. In view of the primary position of brand orientation in the management domain, it is necessary to sort out a systematic scientific knowledge mapping, clarify the research context and progress, and discover research focuses and limitations for strengthening the construction of brand-oriented theories. This study conducts a scientific quantitative analysis of 169 literatures and 7187 references from the Web of Science in the field of brand orientation by comprehensively using methods of scientific knowledge mapping and traditional literature review. The findings show that: (1) Concentrating on the core issue that “whether and how brand orientation becomes an effective strategic orientation of an organization”, brand orientation research includes six major hot spots and has been extended to fields including non-profit organizations, retail, service, manufacturing, e-commerce, and tourism. (2) As a multi-dimensional construct, brand orientation affects organizational performance directly through internal branding and external customer perception, and it is influenced by organizational culture, leadership, competition environment, funding sources, and brand cooperation. The relationship between brand orientation and market orientation has evolved from mutual substitution to synergy.

Prior studies have examined the historical evolution, multiple stakes, measurements and operation models of graduate employability, and the researches on graduate employability have gradually shifted to the perspective of employers with wider labor market uncertainty and higher education massification. However, there is still a gap in research on the demand for graduate employability by employers in national high-end equipment manufacturing that work closely with higher education in scientific research. Namely, it remains unclear what really matters in the processes of employers’ recruitment decisions in national high-end equipment manufacturing. Drawing on Yorke’s definition and CareerEDGE model, this study defines graduate employability as a set of achievements—skills, understandings and personal attributes—that makes graduates more likely to gain employment in national high-end equipment manufacturing, including “emotional intelligence”, “knowledge and skills”, “generic skills”, “work experience”, “character and personality”. Owing to the importance and arduousness of national high-end equipment manufacturing historical mission and main tasks, we argue that employers pay more attention to graduate employability in the recruitment process. Empirically examining based on 831 questionnaires from employers of national high-end equipment manufacturing in China, we show that employers prefer graduates with higher levels of “cooperative innovation ability”, “knowledge and skills”, “stress management and adaptation” within Chinese national characteristic discipline programs. Particularly, although employers in national high-end equipment manufacturing have always emphasized employees’ loyalty and dedication, “character and personality” of a graduate does not have a direct effect on employer hiring preference, but instead the effect of cooperative innovation ability and knowledge and skills are fully moderated by character and personality.