Implementing Brand Strategy
Introduction: Marketers must constantly look for ways to generate revenue by building brand awareness. This Newsweek Video case is an interview with Larry Flax and Rick Rosenfield, executives at California Pizza Kitchen®. They offer insights into the benefits and challenges of implementing branding strategies.
About Larry S. Flax and Richard L. Rosenfield
In January, 2004, Larry S. Flax and Richard L Rosenfield co-founded California Pizza Kitchen. They are both Co-Presidents. In January 2002, the two men co-founded LA Food Show, Inc., a family-oriented grill and bar and now a wholly-owned subsidiary of CPK, and they served as Co-Presidents of that company. Previously, Mr. Flax and Mr. Rosenfield practiced law as principals in Flax and Rosenfield, Inc., after both served as Assistant United States Attorneys in Los Angeles.
Theory into Practice – Implementing Branding Strategies
View the Newsweek Video Case interview with Larry Flax & Rick Rosenfield regarding building brand awareness, brand extensions, product line extensions, and expansion of distribution channels (the P of Placement).
Answer the following questions:
Hi there! Click one of our representatives below and we will get back to you as soon as possible.