A new home for orphan brands

Laura Mazur

Laura Mazur describes how Mike Jatania has created a whole new business model. His company, Lornamead, buys up corporate cast-offs.

Brand equity & strength
Brand extensions
Brand management

A New Home For Orphan Brands: Mike Jatania Of Lornamead

Laura Mazur Writers 4 Management

The great brand cull carried out by the big consumer goods multinationals over the last few years has left a lot of what were once household names looking for...

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