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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

776

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

:

MCB UP Ltd

Copyright © 1991, MCB UP Limited

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