Building brand equity at the Clorox company
Jack Robertson
(Vice President, Kingsford Products for the Household Products Division at The Clorox Company.)
183
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
:MCB UP Ltd
Copyright © 1992, MCB UP Limited