Building brand equity at the Clorox company

Abstract

I want to share some concrete tips on how organizations can build and manage brand equities — particularly, how we do so at Clorox. My focus is primarily on packaged goods, but many of the techniques can be applied to other product categories.

Citation

Robertson, J. (1992), "Building brand equity at the Clorox company", Planning Review, Vol. 20 No. 5, pp. 59-61. https://doi.org/10.1108/eb054385