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Brand Strategy Positions Products Worldwide

Jan Willem Karel (President of Philips Whirlpool Appliance Group, Whirlpool International B.V., Comerio, Italy)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 1 March 1991

Abstract

Whirlpool completed its joint venture with N.V. Philips's home appliance business in January 1989, but the Dutch conglomerate was unwilling to sell its brand name. Here's how a dual‐branding strategy helped position Whirlpool in a global marketplace.

Citation

Willem Karel, J. (1991), "Brand Strategy Positions Products Worldwide", Journal of Business Strategy, Vol. 12 No. 3, pp. 16-19. https://doi.org/10.1108/eb039411

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited