Branding strategies to create value


The ultimate aim of any business is survival. At least five groups want to see a company not only survive, but flourish: its shareholders, directors, employees, suppliers and customers. In certain industries, being big may be necessary for survival but may not guarantee it. In the 1980s and 1990s Cadbury Schweppes wanted to secure its...

To continue to view this content you must be a member.
Login Subscribe