To reshape its brand identity and enhance the image and associations of its brand as socially responsible Unilever, the UK supplier of fast moving consumer goods, acquired Ben & Jerry's Ice Cream. The ice cream brand represented a high quality, unique ice cream and social and environmental responsibility and had the perfect equities to help extend the license and identity of the brand. Through strategic management of the brand linkage, Unilever migrated the desired brand equities from the Ben & ...

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4.1.4 Develop & implement marketing strategy

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