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Merchandising and Licensing to Improve Brand Equity. The Coca-Cola Case

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Author Info

  • Fabio Albanese

    ()
    (C.E.O. Coca Cola Italia)

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    Abstract

    Today's markets are characterized by over-supply, intense competitiveness in every sector, increasingly aggressive competition and product and market strategies which are open to imitation. Consequently, the brand, and the values it carries, has become the truly critical competitive factor. In order to compete, each company needs to develop an integrated communication campaign which includes different communication tools, with high impact like advertising, or with specific promotional tasks, as sales promotions (for short-term sales volume increases), merchandising (essential for promoting brand values at points-of-sale), licensing (which aims to transmit brand equity to members of the public and market sectors which would otherwise be difficult to reach) and sponsorship (where brand values are highlighted by associating the company with highly-visible shows and events).

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    File URL: http://webdepot.gsi.unimib.it/symphonya/RePec/pdf/symjournl6.pdf
    File Function: First version, 2001
    Download Restriction: no

    Bibliographic Info

    Article provided by University of Milano-Bicocca in its journal Symphonya. Emerging Issues in Management.

    Volume (Year): (2001)
    Issue (Month): 1 Brand Equity ()
    Pages:

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    Handle: RePEc:sym:journl:6:y:2001:i:1

    Contact details of provider:
    Web page: http://www.unimib.it/symphonya

    Related research

    Keywords: Brand; Brand Equity; Brand Management; Trade Merchandising; Sponsorship; Marketing Management; The Coca-Cola Case; The Coca-Cola Licensing; The Coca-Cola Merchandising DOI:http://dx.doi.org/10.4468/2001.1.06albanese;

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