TITLE

`Overbranding' marries familiar products, names

AUTHOR(S)
Neff, Jack
PUB. DATE
February 1997
SOURCE
Advertising Age;2/3/1997, Vol. 68 Issue 5, p19
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on the increasing number of brand name products that are adopting the practice of overbranding to boost market efficiency. Overbranding, or megabranding, is the extension of a powerful corporate name or brand name to sister brands already on the market. Some examples of overbranding include DowBrands, which came from the merger between Dow Chemical Co. and Texize, and Kleenex/Cottonelle, from Kimberly-Clark Corp. and Scott Paper Co.
ACCESSION #
9702140527

 

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