TITLE

Tap into culture and customers

AUTHOR(S)
Engesethh, Stefan
PUB. DATE
March 2006
SOURCE
Brand Strategy;Mar2006, Issue 200, p36
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The author identifies three elements all companies should consider when planning their business strategy. These elements include culture, customer involvement and combining customer involvement and culture in one brand. The author cites the case of Coca-Cola to illustrate the importance of culture in branding. He warns corporate leaders against excluding customers in their corporations.
ACCESSION #
22096056

 

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