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Benetton: identifying an image, imagining an identity

Author

Listed:
  • Giovanni Favero

    (Department of Economics, University Of Venice Ca� Foscari)

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.

Suggested Citation

  • Giovanni Favero, 2006. "Benetton: identifying an image, imagining an identity," Working Papers 2006_06, Department of Economics, University of Venice "Ca' Foscari".
    • Handle: RePEc:ven:wpaper:2006_06
    as

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    File Function: First version, 2006
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    More about this item

    Keywords

    business strategy; image policy; franchising;
    All these keywords.

    JEL classification:

    • N84 - Economic History - - Micro-Business History - - - Europe: 1913-
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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