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Other Papers on :Nestle

Other Papers on :Branding

P/M/768.Improving Nestle brand image

(2005, 4500 words)

The paper reports on the strategy used by Nestle in restoring their negative brand image in South Africa that resulted in an international boycott of Nestle products in 1970s Ï1980s. The companyÌs measures to improve their position are discussed including their close cooperation with WHO (World Health Organization), the changes in the marketing strategy, their PR (public relations) promotion programme, the ways of creating a positive image for their subsidiary ËCarnationÌ in the USA, etc. Recommendations are offered about NestleÌs strategic development.
 
   
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