Explores the demand and supply side factors likely to affect international branding strategies with particular emphasis on the European market. The study of the European confectionery industry highlights some of the major factors and issues in the debate regarding the development of the standard European brand and concludes that strategic variety is likely to be the accepted feature of the branding strategies of the different players based on varying degrees of standardization and adaptation of the various elements.
International Marketing Review – Emerald Publishing
Published: Apr 1, 1995
Keywords: Brands; Confectionery; Europe; International standards
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