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The development of the Eurobrand

Dale Littler (Manchester School of Management, UMIST, Manchester, UK)
Katrin Schlieper (Assistant Supply Chain Service Manager, Johnson and Johnson, Düsseldorf, Germany)

International Marketing Review

ISSN: 0265-1335

Publication date: 1 April 1995

Abstract

Explores the demand and supply side factors likely to affect international branding strategies with particular emphasis on the European market. The study of the European confectionery industry highlights some of the major factors and issues in the debate regarding the development of the standard European brand and concludes that strategic variety is likely to be the accepted feature of the branding strategies of the different players based on varying degrees of standardization and adaptation of the various elements.

Keywords

Citation

Littler, D. and Schlieper, K. (1995), "The development of the Eurobrand", International Marketing Review, Vol. 12 No. 2, pp. 22-37. https://doi.org/10.1108/02651339510089774

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Publisher

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MCB UP Ltd

Copyright © 1995, MCB UP Limited

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