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...