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商品編號： 9-503-032 出版日期： 2003/02/11 作者姓名： Quelch, John A.;Laidler, Nathalie 商品類別： Marketing 商品規格： 27p 再版日期： 地域： 產業： 個案年度： 2002 - 2002
商品敘述：
In September 2002, Marjorie Newman-Williams, director of communication for UNICEF, is poised to present the results of a two-year rebranding process at the annual meeting of the national committee heads. This case describes the organization and highlights the challenges UNICEF faces in 2002. Details of the rebranding process, including market research, the development of brand essence and brand models, and organizational challenges of consensus building, are at the core of the case.
涵蓋領域：
Marketing strategy;Brands;Brand management;Marketing implementation
相關資料：
Case Teaching Note, (5-505-013), 7p, by John A. Quelch
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