Lacasa : A success case in brand and product management
LACASA: un caso de éxito en la gestión de marcas y productos
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This article makes reference to the company lacasa, a leader in the Spanish chocolate market, to illustrate the importance of brand management and product launch as a goal to consolidate and attain corporate excellence. Through several group activities and an experiment, the need to undertake sub-brand strategies and to use brand characters for supplementing other marketing strategies implemented by the company has been confirmed.
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- Sabaneta: Fundación Universitaria Ceipa, 2014-
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