Building a brand in order to sustain its life cycle
A Kellogg's case study

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Page 1: Preparing to make a strategic change

Before committing resources to creating the family of All-Bran brands, Kellogg needed to conduct research to discover whether a change was worth making and the nature of these changes.

This involved carrying out a SWOT analysis to identify:

Strengths of the All-Bran brand

Weaknesses

Opportunities existing in the market

Threats - e.g. from competitors.

Kellogg's | Building a brand in order to sustain its life cycle
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