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From Three Breads to One Brand
Author(s) -
Kinsley Pat
Publication year - 2004
Publication title -
design management review
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1557-0614
DOI - 10.1111/j.1948-7169.2004.tb00174.x
Subject(s) - pride , irish , profit (economics) , business , advertising , marketing , brand management , realization (probability) , economics , political science , mathematics , linguistics , philosophy , statistics , law , microeconomics
With regional acquisitions, the Irish Pride bread brand was working hard to strengthen its national presence. But size alone would not assure success. Pat Kinsley examines design's important role in this transformation. The story moves from analysis and concept development to strategy and realization—a saga that repositioned a low‐involvement purchase into a contemporary, high‐impact, high‐profit brand .