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Company study: building networks of small brands

Chris A. Abernathy (Vice President of the Snacks and International Consumer Products Division of Borden, Inc.)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 February 1991


Examines regional marketing as a mean of stimulate growth on national brands competing in stagnant categories, to build networks of acquired regionally marketed brands for national clout and efficiency, and to provide springboards for building brands targeted for national distribution. Using Campbell Soup and Borden as case studies, looks at different approaches to regional marketing and also considers some wider implications of regional marketing for the manufacturing industry.



Abernathy, C.A. (1991), "Company study: building networks of small brands", Journal of Consumer Marketing, Vol. 8 No. 2, pp. 25-30.




Copyright © 1991, MCB UP Limited