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C/M/1291. Dissertation. Family versus Individual Branding Strategies: Stakeholder's Perspective

WORDS:
14950
DATE:
2010
PRICE:
149.99 GBP

The dissertation compares the family branding approach with the individual branding approach in the light of company stakeholders’ perception. Literature is reviewed on the theory of branding, the models of brand building, the pros and cons of family and individual branding techniques, branding trends, etc. The methods of the research are based on the analysis of secondary data and primary data collected from case studies of Angostura Ltd and St. Lucia Distillers operating within the Caribbean spirits industry. The case studies include semi-structured interviews with the marketing managers of the two companies. Conclusions are made about the benefits of family branding, brand identity characteristics of internal and external branding, and the basis for brand building in multinational companies operating within the spirits industry.

 

KEYWORDS: Dissertation, Brand Building, Family Branding, Individual Branding, Angostura Ltd, St. Lucia Distillers, spirits industry,

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