Company study: building networks of small brands

Abstract

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.

Citation

Abernathy, C.A. (1991), "Company study: building networks of small brands", Journal of Consumer Marketing, Vol. 8 No. 2, pp. 25-30. https://doi.org/10.1108/07363769110034983