Benetton: identifying an image, imagining an identity

Giovanni Favero

Working Papers from Department of Economics, University of Venice "Ca' Foscari"

Abstract: This paper deals with the Benetton�s approach to advertising and with the changes in the image of the company since its foundation in 1965 up to the 2000s. Links among the evolution in promotional, distributional and productive strategy are discussed.

Keywords: business strategy; image policy; franchising (search for similar items in EconPapers)
JEL-codes: M37 N84 (search for similar items in EconPapers)
Pages: 10 page
Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:ven:wpaper:2006_06

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