Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Technical note
-
Reference no. MN-0294-E
Subject category: Marketing
Authors: E Joachimsthaler
Published by: IESE Business School
Published in: 1994
Length: 24 pages

Abstract

This note provides a model for building global brand-consumer relationships using a brand-equity perspective. The model is applied to 'The Haagen-Dazs Story' illustrating how Grand Met has developed this strong global ice-cream brand in Europe since 1989.

About

Abstract

This note provides a model for building global brand-consumer relationships using a brand-equity perspective. The model is applied to 'The Haagen-Dazs Story' illustrating how Grand Met has developed this strong global ice-cream brand in Europe since 1989.

Related