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Case study - the leveraging of brand equities to create a category champion: Nestlé's management of Crosse & Blackwell

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The paper focuses on how Nestlé, the Swiss-based food multinational, is attempting to reinvigorate its long established British sub- house brand Crosse & Blackwell so that it can spearhead the company presence in key sectors of the UK food market. Brand bonding, the process which involves the transfusion of brand equities from corporate and product assets and associations, is applied. The role integrated marketing communications effort is playing in securing the desired position for Crosse & Blackwell, namely that of an innovative, convenient, tasty solution to food needs, is examined. The issue of the optimal presence for the house brand Nestlé is raised.

Keywords: Brand Equities; Brand Image; Brands; Food Industry; Marketing Communications; Product Management

Document Type: Research Article


Publication date: September 1, 1998

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