Branding strategies to create value

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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 future through growth. Growth took two main forms: increasing the scale of the company’s existing output and diversifying its product range. By increasing output in its core businesses, it looked…

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