TITLE

Lifestyle brands get smarter

AUTHOR(S)
Mortimer, Ruth
PUB. DATE
July 2002
SOURCE
Brand Strategy;Jul2002, Issue 161, p26
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Looks at the Smart car brand of Daimler-Chrysler. Creation of customer loyalty initiatives; Determination of whether the company can create an identity that is bigger than the car itself; Revenue stream for the brand through the SmartCollection accessories line; Aspects of Smart as a lifestyle brand.
ACCESSION #
7360313

 

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