This paper describes how market research supports successful brand and category management. The authors discuss how Henkel, a leading manufacturer of adhesive products for the professional (B2B) market, manage a large portfolio of brands in a global many-faceted market.
Driving Brand Management Through Effective Band Equity
Stefan BinnerBms Gmbs
andWerner HoffmanWiebeHenkel Adhesives
BONDS THE IMPOSSIBLE!
Adhesives go unnoticed by the general public for the
most part, simply because they perform most of their...