DuPont Lycra shifts emphasis to global brand management

Abstract

Reviews how the DuPont Lycra division is focussing more on global brand management starting with the development of a new worldwide advertising campaign for Lycra in women′s apparel. Describes how an international team selected the winning advertising theme and agency via teleconferencing. Discusses results of a uniform worldwide consumer advertising campaign and the cost savings as a result of the reduction in the number of advertising agencies. Presents the background information on how DuPont Fibers Department has used product, category, and brand management and discusses the future implications.

Citation

Crippen, K., Tng, P. and Mulready, P. (1995), "DuPont Lycra shifts emphasis to global brand management", Journal of Product & Brand Management, Vol. 4 No. 3, pp. 27-37. https://doi.org/10.1108/10610429510097627