Brand Strategy Positions Products Worldwide
Jan Willem Karel
(President of Philips Whirlpool Appliance Group, Whirlpool International B.V., Comerio, Italy)
797
Abstract
Whirlpool completed its joint venture with N.V. Philips's home appliance business in January 1989, but the Dutch conglomerate was unwilling to sell its brand name. Here's how a dual‐branding strategy helped position Whirlpool in a global marketplace.
Citation
Willem Karel, J. (1991), "Brand Strategy Positions Products Worldwide", Journal of Business Strategy, Vol. 12 No. 3, pp. 16-19. https://doi.org/10.1108/eb039411
Publisher
:MCB UP Ltd
Copyright © 1991, MCB UP Limited