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商品編號： 9-511-098 出版日期： 2011/01/25 作者姓名： Deshpande, Rohit;Wong, Keith Chi-ho 商品類別： Marketing 商品規格： 12p 再版日期： 2014/01/15 地域： New Zealand 產業： Security services 個案年度： 2007 - 2010
商品敘述：
Steve Tucker, the Deputy CEO of Gallagher Group Limited (GGL), the world''s largest electric fence company, was about to present a new branding strategy to the company''s senior managers and Bill Gallagher, Jr., CEO. After spending more than 18 months with brand consultants, Tucker devised an umbrella brand strategy that would instill a uniform brand across all three business units: Animal Management Systems, Security Management Systems, and Fuel Pumps, which marketed themselves under the respective brand names of Gallagher, Cardax, Powerfence, and PEC. However, Tucker knew that the unit heads believed the differences in their clienteles, product categories, and distributor relationships made it impractical to adopt one single brand. GGL''s overseas distributors had also raised concerns about a uniform brand. In many cases, GGL only owned minority interests in these distributors and retained limited control over their activities.
涵蓋領域：
Industrial goods;Marketing strategy;Distribution;Brands;Marketing;Branding;Global branding;International business;Management;Distribution channels
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