Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

What Needs Changing in Brand Strategies The Maintenance and Stretching of Brands

What Needs Changing in Brand Strategies The Maintenance and Stretching of Brands The concept of the polygamous brand is defined, and Cadburys usedto illustrate an emerging product concept, involving licensing a brandto other businesses, e.g. Cadburys Cream Liqueur, produced by Bass. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

What Needs Changing in Brand Strategies The Maintenance and Stretching of Brands

Marketing Intelligence & Planning , Volume 9 (7): 3 – Jul 1, 1991

Loading next page...
 
/lp/emerald-publishing/what-needs-changing-in-brand-strategies-the-maintenance-and-stretching-0024K0bXzU
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0263-4503
DOI
10.1108/EUM0000000001111
Publisher site
See Article on Publisher Site

Abstract

The concept of the polygamous brand is defined, and Cadburys usedto illustrate an emerging product concept, involving licensing a brandto other businesses, e.g. Cadburys Cream Liqueur, produced by Bass.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Jul 1, 1991

There are no references for this article.