Brand transitioning : the transition to umbrella branding

• Main Authors: Loh, Chor Hong, Tan, Lee Sar, Yeo, Wee Yap
• Other Authors: Hooi Den Huan
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Business::Management
• Online Access: http://hdl.handle.net/10356/63998
• Institution: Nanyang Technological University

One of the popular catch phrases of the 1990's is "Globalisation". The Scott Paper Company, has been swept up by this infectious trend and gone global. For the Scott Paper Company, globalisation is approached through global umbrella branding. It decided in 1992 to undertake a globa...