TITLE

Bling bling branding with strictly no mention of 'cool'

AUTHOR(S)
Mortimer, Ruth
PUB. DATE
October 2002
SOURCE
Brand Strategy;Oct2002, Issue 164, p10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
7583979

 

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