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The development of the Eurobrand

The development of the Eurobrand 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

The development of the Eurobrand

International Marketing Review , Volume 12 (2): 16 – Apr 1, 1995

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Publisher
Emerald Publishing
Copyright
Copyright © 1995 MCB UP Ltd. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651339510089774
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

International Marketing ReviewEmerald Publishing

Published: Apr 1, 1995

Keywords: Brands; Confectionery; Europe; International standards

References

  • Euromonitor

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