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Building brand equity at the Clorox company

Jack Robertson (Vice President, Kingsford Products for the Household Products Division at The Clorox Company.)

Planning Review

ISSN: 0094-064X

Article publication date: 1 May 1992

Abstract

I want to share some concrete tips on how organizations can build and manage brand equities — particularly, how we do so at Clorox. My focus is primarily on packaged goods, but many of the techniques can be applied to other product categories.

Citation

Robertson, J. (1992), "Building brand equity at the Clorox company", Planning Review, Vol. 20 No. 5, pp. 59-61. https://doi.org/10.1108/eb054385

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited