Abstract:
In this paper we will examine - using a recent case study - how an innovative programme can cut the brand development time significantly and yet deliver a highly successful new brand.
Case Studies
The little emperor
Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Amit Bose, Khushi Khanna
Company: PepsiCo
September 1, 1996
Research Papers
Developing a local soft drink brand
Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Tomas Tereba, Tomas Krasny
 
June 15, 1996
Videos
Less is more: Being deprived often brings out the best
Catalogue: Congress 2015: Revelations
Authors: Vanessa Oshima, David McCaughan
 
June 15, 2015
