To read the full version of this content please select one of the options below:

What Needs Changing in Brand Strategies? The Maintenance and Stretching of Brands

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 July 1991

Abstract

The concept of the polygamous brand is defined, and Cadbury′s used to illustrate an emerging product concept, involving licensing a brand to other businesses, e.g. Cadbury′s Cream Liqueur, produced by Bass.

Keywords

Citation

van Mesdag, M. (1991), "What Needs Changing in Brand Strategies? The Maintenance and Stretching of Brands", Marketing Intelligence & Planning, Vol. 9 No. 7, pp. 14-16. https://doi.org/10.1108/EUM0000000001111

Publisher

:

MCB UP Ltd

Copyright © 1991, MCB UP Limited