COMMENT: Product identity through TV sponsorship
By Datamonitor | 21 February 2003
Wella and Rappor are both sponsoring television programs in order to align themselves with their core consumers' key lifestyle values. It's an effective strategy that allows consumers to determine what values are important and encourages them to associate those values with the brand.
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Wella and Rappor are both sponsoring television programs in order to align themselves with their core consumers' key lifestyle values. It's an effective strategy that allows consumers to determine what values are important and encourages them to associate those values with the brand.
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