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http://dx.doi.org/10.7744/cnujas.2011.38.3.593

Critical success factors and management strategies for fruit brands : lessons from Sunkist and ZESPRI  

Yoon, Byung-Sam (Department of Agricultural Economics, Chungbuk National University)
Publication Information
Korean Journal of Agricultural Science / v.38, no.3, 2011 , pp. 593-606 More about this Journal
Abstract
Brand is becoming more important as a way to achieve differentiation since consumers tend to buy brands not products. This study primarily aims to determine the critical success factors of two world famous fruit brands, Sunkist and ZESPRI, and to present management strategies to enhance the value of domestic fruit brands. The lessons learned from the case studies of Sunkist and ZESPRI reconfirm the importance of essential factors for a successful fruit brand, that is, quality control, steady supply, advertising and promotion, recipes and processed products, handling items and regional boundaries.
Keywords
Brand; Brand Equity; Sunkist; ZESPRI; Brand Licensing; Brand Marketing;
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