search query: @author Morris, B. / total: 6
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| Author: | Morris, B. |
| Title: | The Brand's the thing |
| Journal: | Fortune
1996 : MAR 4, VOL. 133:4, p. 28-39 |
| Index terms: | BRANDS COMPETITION ECONOMICS |
| Language: | eng |
| Abstract: | Not so long ago, just about everyone had given up brands for dead. Now companies like Coke, Microsoft, and Disney are proving that having a strong name may be the ultimate competitive weapon. Doug Ivester was at his desk at Coca-Cola headquarters on a Friday in early April 1993 when the news crossed the broad tape. Phillip Morris was cutting the price of its Marlboro cigarettes by 40 cents a pack. It hit him like a punch in the gut. Invester knew the announcement could send stocks of big brand name companies like Coke's tumbling. |
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