Book | 1994

Adding Value: Brands and Marketing in Food and Drink

by G. Jones and Nicholas J. Morgan

Abstract

Branding is one of the most prominent topics in business today. This volume explores both the impact it has had on major products and the business strategies which have shaped the success, or failure, of these brands. Focusing on the history of marketing in the food and drink industries, the essays in this volume explore the ways in which branding adds value. The often surprising strategies of some of the most familiar names in the marketplace, including Coca-Cola and Carlsberg, are revealed in a study which provides unique insights on the historical development of marketing and brands.

Keywords: Markets and Industry History; Brands and Branding; Product; Business Strategy; Value; Food and Beverage Industry;

Citation:

Jones, G., and Nicholas J. Morgan, eds. Adding Value: Brands and Marketing in Food and Drink. London: Routledge, 1994.