Umbrella and Pillar Branding: The Jacob′s Case Study
Article publication date: 1 May 1991
A case study of how a major company decided to use one strong brand equity to unify its whole product portfolio is presented. Two established brandnames (Jacob′s and Huntley & Palmers) would have been acceptable for the purely biscuit market but Jacob′s was chosen (after market and image analysis) to embody both the company′s traditional virtues and allow a thrust towards a more modern image and future role as a snack.
McCrea, N.G. (1991), "Umbrella and Pillar Branding: The Jacob′s Case Study", British Food Journal, Vol. 93 No. 5, pp. 6-11. https://doi.org/10.1108/EUM0000000002339
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