Bling bling branding with strictly no mention of 'cool'

Mortimer, Ruth
October 2002
Brand Strategy;Oct2002, Issue 164, p10
Trade Publication
Focuses on the marketing strategy using the urban culture concept in Great Britain. Launching of the urban brand called RBK by sportswear firm Reebok; Marketing strategy of champagne maker Cristal; Implications of the urban culture concept of the brand for the youth.


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