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Building brand equity at the Clorox company

Building brand equity at the Clorox company I want to share some concrete tips on how organizations can build and manage brand equities particularly, how we do so at Clorox. My focus is primarily on packaged goods, but many of the techniques can be applied to other product categories. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Planning Review Emerald Publishing

Building brand equity at the Clorox company

Robertson, Jack
Planning Review , Volume 20 (5): 3 – May 1, 1992
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0094-064X
DOI
10.1108/eb054385
Publisher site
See Article on Publisher Site

Abstract

I want to share some concrete tips on how organizations can build and manage brand equities particularly, how we do so at Clorox. My focus is primarily on packaged goods, but many of the techniques can be applied to other product categories.

Journal

Planning Review – Emerald Publishing

Published: May 1, 1992

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