Supporting superbrands: the role of high-tech suppliers
A Pittards case study

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Page 8: Association with the big brands

Recently Pittards has been associated in some joint advertising activities with the big brands that it supplies. A common feature of the advertising has been an image of an individual faced by the elements and in a difficult situation - the adverts have the strapline:

'it's times like these you know why you chose Puma and why they chose leather created by Pittards!

This relationship advertising brings out the important part played in the supply chain by Pittards' quality leather products. Advertising is an important part of the marketing mix. Communicating the strength of the brand through advertising and promotion, combined with the high quality of the product, premium pricing and well organised distribution systems all helps to give Pittards its high status.

Pittards | Supporting superbrands: the role of high-tech suppliers
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