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Business, 20.09.2020 19:01 izzynikkie

Colgate decided it would sell frozen meals under its brand name. It identified a target market, health-conscious single people who read magazines and listened to the radio in their car. Colgate projected that these potential customers would choose its frozen meals over a competitor like Healthy Choice. Colgate rolled out its meals and failed almost immediately. In consumersā€™ minds Colgate stood for toothpaste. No one wanted to eat meals they associated with toothpaste. Colgate failed in large part because it misunderstood which branding aspect?

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