Branding

Branding

Please do a literature review on my objectives:
1. To understand market dynamic of confectionery industry.
2 To evaluate the potential routes to launch different products
If you think you can just focus on the first objective within the word limits then just do it and you may ignore the second one.In the market dynamics, please use examples like Nestle, Kraft and Campbell.
Explore between the classic and new brand extension,
e.g. Mars: chocolate – ice cream
Kitkat: original – chunky
More details about different approaches (data support please)
Literature review on how people do it well and how they screwed up, successful and failure examples.
Coding System

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