What Needs Changing in Brand Strategies? The Maintenance and Stretching of Brands
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Abstract
The concept of the polygamous brand is defined, and Cadbury′s used to illustrate an emerging product concept, involving licensing a brand to other businesses, e.g. Cadbury′s Cream Liqueur, produced by Bass.
Keywords
Citation
van Mesdag, M. (1991), "What Needs Changing in Brand Strategies? The Maintenance and Stretching of Brands", Marketing Intelligence & Planning, Vol. 9 No. 7, pp. 14-16. https://doi.org/10.1108/EUM0000000001111
Publisher
:MCB UP Ltd
Copyright © 1991, MCB UP Limited