Implementing a Brand Strategy for a New Product: Releasing a New Product in a Multinational Company

Alexandra Ion
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Alexandra Ion: The Bucharest Academy of Economic Studies, Romania

REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, 2011, vol. 12, issue 6, 372-375

Abstract: The present paper focuses on the issue of using marketing intruments (like innovation, creativity, revitalization) in multinational companies like Coca Cola. The research is about identifying the right options and marketing strategies, for implementing a new and healthy product on the market, and studying the consumer behavior, regarding the subject. In conclusion, this product could be a chance for this company to improve image and to take benefit by increasing the number of consumers.

Keywords: brand strategy; multinational company; management. (search for similar items in EconPapers)
JEL-codes: M10 M20 (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:rom:rmcimn:v:12:y:2011:i:6:p:372-375

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