Building an Integrated Brand Strategy

The author describes the 1998 marketing programme for Fruit of the Loom's Lofteez brand. This involved an integrated approach using mailings, telephone marketing, tip-ins and Internet activities.

Building an Integrated Brand Strategy

John W Shivel, Fruit of the Loom

As we rapidly approach the new millennium, marketers are confronted with a plethora of questions and anticipated changes in the way they manage their brand portfolio. Evolution of the marketer’ s environment is occurring exponentially – from rapidly changing consumer expectations to electronic commerce via the Net. It’s not enough to develop brands based on a clever brand name or price or an occasional promotion. Rather the marketer must build an integrated brand development strategy that has ‘legs’ – legs built from all the components of...

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