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Umbrella and Pillar Branding The Jacobs Case Study

Umbrella and Pillar Branding The Jacobs Case Study A case study of how a major company decided to use one strong brandequity to unify its whole product portfolio is presented. Twoestablished brandnames Jacobs and Huntley & Palmers would havebeen acceptable for the purely biscuit market but Jacobs was chosenafter market and image analysis to embody both the companystraditional virtues and allow a thrust towards a more modern image andfuture role as a snack. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Umbrella and Pillar Branding The Jacobs Case Study

McCrea, Nigel G.
British Food Journal , Volume 93 (5): 6 – May 1, 1991
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0007-070X
DOI
10.1108/EUM0000000002339
Publisher site
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Abstract

A case study of how a major company decided to use one strong brandequity to unify its whole product portfolio is presented. Twoestablished brandnames Jacobs and Huntley & Palmers would havebeen acceptable for the purely biscuit market but Jacobs was chosenafter market and image analysis to embody both the companystraditional virtues and allow a thrust towards a more modern image andfuture role as a snack.

Journal

British Food Journal – Emerald Publishing

Published: May 1, 1991

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