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Unilever's Multiple Brand Strategy

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... overall effectiveness in branding strategies. The findings of the study offer further direction to other organizations considering similar branding strategies. consumer determine which of several branding strategies? And how do general ideas and strategies about branding relate of the brand's market economics; and (4) maximizing shareholder value in brand strategy. These factors ultimately However, the study only represents a small step in building a knowledge base on branding strategies, brand values, company is able to remain brand competitive. Second of all, the brand awareness strategy creates a significant and ...



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Sources list for UNILEVER'S MULTIPLE BRAND STRATEGY:

Tauber, E. M. (1999), "Brand Leverage: Strategy for growth in a cost controlled world", Journal of Advertising, August-September, pp. 26-30.
Branding and Two Israeli Products

Tauber, E. M. (1999), "Brand Leverage: Strategy for growth in a cost controlled world", Journal of Advertising, August-September, pp. 26-30.
Branding and Two Israeli Products

Tauber, E. M. (1988). "Brand Leverage: Strategy for Growth in a Cost-Control World.", Journal of Advertising Research, Vol. 28, Issue 4, pp. 26-30.
Marketing and Branding

Forsythe, T. 1998, 'Building Global and Apparel Brand Image Strategies: A Cross-National Model,' Available at://www.ntcresearch.org/p df-rpts/AnRp98/i98-a06.pdf. Forsythe, T. 1998, 'Building Global and Apparel Brand Image Strategies: A Cross-National Model,' Available at://www.ntcresearch.org/p df-rpts/AnRp98/i98-a06.pdf.
Internationalization of Branding

Mason, H.C. & R.G. Milne. (1994). An Approach for Identifying Cannibalisation within Product Line Extension and Multi-Brand Strategies, Journal of Business Research, 31(1):163-170.
Customer Relationship Management (CRM)

 

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