This paper deals with the Benetton’s approach to advertising and with the changes in the image of the company since its foundation in 1965 up to the 2000s. Links among the evolution in promotional, distributional and productive strategy are discussed.
Benetton: Identifying an Image, Imagining an Identity
FAVERO, Giovanni
2006-01-01
Abstract
This paper deals with the Benetton’s approach to advertising and with the changes in the image of the company since its foundation in 1965 up to the 2000s. Links among the evolution in promotional, distributional and productive strategy are discussed.
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