TITLE

ReBuilding a BRAND

AUTHOR(S)
Dzierzak, Lou
PUB. DATE
February 2009
SOURCE
SGB;Feb2009, Vol. 42 Issue 2, p28
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on the marketing strategy of chief executive officer (CEO) Jim Weber for the success of Brooks Sports Inc. in the U.S. It states the reduction of brand's product line by 60% to improve its specialty channels of distribution. Chet James, owner of Super Jock & Jill store, explains that the brand connects well with the specialty retailer because of Brooks' pursuit to meet their needs.
ACCESSION #
36821494

 

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