Examines marketing and brand image of Brawny paper towels.
Written in 2003; 690 words; 3 sources; APA; $ 23.95
Paper Summary:
This paper discusses the importance of the brand image in general, and then the process that Georgia-Pacific used to change their brand icon of the Brawny Man for its paper towels. It looks at the identification of brand name and image with the product and the emotional pull of a brand icon on consumers. The paper looks at the focus of group feedback and the importance of keeping an image current to help market share.
From the Paper:
"Companies can invest millions of dollars in their brands and brand icons and most companies are reluctant to change their icon without good reason. Over the years the image of Betty Crocker has received..."
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