The new world of Rexam

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 Introduction We are surrounded by brand images. Coca-Cola, Nike and Shell are all strong brands backed by corporate names that we are all familiar with. This case study shows how one of the world’s major consumer packaging companies, Rexam, is seeking to build its brand. To survive and prosper most large businesses have to develop a strong global presence. As a result, many of the world’s major businesses are merging or forming strategic alliances enabling them to cover the globe. This case study outlines how…

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