338_BRAND-MANAGEMENT-NOTES

Kelloggscouk even brands that have traditionally

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Unformatted text preview: site (www.kelloggs.co.uk). Even brands that have traditionally steered clear are slowly moving into the market – Mr Kipling, for example. Games are seen as a quick and easy way of providing extra content. But they need to be cleverly conceived and developed if they are to help enhance brand differentiation and audience relationships. So who are brands targeting with these games? Unsurprisingly, the largest concentration of games can be found in the brands and websites targeted at kids. The logic is: ‘Kids play online games and if we Page 338...
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