Merchandising and Licensing to Improve Brand Equity . The Coca-Cola Case

@inproceedings{Albanese2014MerchandisingAL,
  title={Merchandising and Licensing to Improve Brand Equity . The Coca-Cola Case},
  author={Fabio Albanese},
  year={2014}
}
Today’s markets are characterized by over-supply, intense competitiveness in every sector, increasingly aggressive competition and product and market strategies which are open to imitation. Consequently, the brand, and the values it carries, has become the truly critical competitive factor. In order to compete, each company needs to develop an integrated… CONTINUE READING