TY  - JOUR
AB  - 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.
VL  - 16
IS  - 4
SN  - 0263-4503
DO  - 10.1108/02634509810224428
UR  - https://doi.org/10.1108/02634509810224428
AU  - Laverick Stuart
PY  - 1998
Y1  - 1998/01/01
TI  - Case study ‐ the leveraging of brand equities to create a category champion: Nestlé’s management of Crosse & Blackwell
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 241
EP  - 248
Y2  - 2024/04/25
ER  -