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Start Over Author "Master SB" Topic food and beverage industries
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1. ONE SINGULAR SENSATION? COMPANIES WHO LEVERAGE ONE BRAND AS THE COMPANY NAME MUST CAREFULLY ASSESS THE BENEFITS OF DOING SO, INCLUDING BRAND FAMILIARITY AWARENESS AND TRADEMARK RIGHTS

Author

Master, SB

Subjects
Supermarkets -- Marketing, Business, Food and beverage industries, Retail industry
Abstract

In these days of economic challenges and an ongoing interest in building brands, an important naming trend for multibrand companies is developing: the elevation of one existing brand name to [...]

Published
2002

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