Connecting With The New Consumer

Robert A. Eckert

The author outlines the background to the Kraft Foods Equity initiative, an integrated marketing programme linking together all Kraft's major brands in the USA.

Corporate brands
Corporate social responsibility
Brand management
United States

Connecting with the New Consumer

Transforming brand equity into a brand culture

Robert A. EckertKraft Foods

Brands and consumers are always changing. Sometimes the change is incidental. Sometimes it runs much deeper.

Over the years, consumers have...

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