Strategies in branding and packaging: theory and case study

The paper examines the changing strategies of branding and packaging in the Turkish shampoo market discussing the causes of brand switching and reviewing literature on the theory of brand, international marketing, the importance of design, success factors of the brand image, packaging, labeling, environmental concerns, globalization impacts, etc. The balance between standardization and adaptation strategies is reviewed, the issues of Otaci shampoo marketing are analysed.


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