Dr. Daniel Spitzer
Degree Award Date
Brand Management, marketplace, framework, guidelines
Advertising and Promotion Management | Business
The main objectives of this paper are to (1) establish the importance of branding in the marketplace (2) provide a framework for instituting a brand (3) supply guidelines to maintaining brand power and (4) present evidence that encourages the branding of a specific commodity. To accomplish these objectives, a case study is presented on Perdue Farms Inc. Perdue Farms was chosen because of the company's success at branding. Through effective brand marketing, Perdue Farms was able to transform a specific commodity, the chicken, into a premium product.
Baum, Donna Faye, "A Specific Instance of Brand Management" (2000). Honors Projects. 464.