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How a brand promise drives change in a multinational organisation

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Philips was established in 1891 and made lightbulbs - a simple product. Throughout the years the company increased its portfolio into technology products that became too complex for most users. When Philips realised this, it decided to make life easier and so launched a brand repositioning all about simplicity. The term positioning refers to where products and brands are placed in a market...

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en

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text/html

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http://businesscasestudies.co.uk/philips/how-a-brand-promise-drives-change-in-a-multinational-organisation/

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