TITLE

Brands are part of our heritage

AUTHOR(S)
Prinz, Jonathan J.
PUB. DATE
March 1989
SOURCE
Marketing News;3/27/89, Vol. 23 Issue 7, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Editorial
ABSTRACT
The author reflects on the implications of the marketing of the new formula Coke for marketers. He recalls the marketing strategy employed by Coca-Cola for the launch of the new formula Coke soft drink. He emphasizes the existence of brand loyalty in spite of its weakness. He refers to the consumers as the real brand owner. According to him, the marketing strategy reawakened the interest of marketers in brand imagery and brand heritage.
ACCESSION #
19264169

 

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