From the Rediscovery of its Roots to “Sense & Simplicity”: The Case of Philips

Michele Fioroni and Garry Titterton

Chapter Chapter 18 in Brand Storming, 2009, pp 165-173 from Palgrave Macmillan

Abstract: Abstract Philips represents an effective example of how brand positioning can be founded on an analysis of the company’s past.

Keywords: Consumer Electronic; Brand Position; Internal Sale; Simplicity Advisory; Information Technology Sector (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23351-5_18

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DOI: 10.1007/978-0-230-23351-5_18

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