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.
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
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