How Much Differentiation? Standardized Customized Maximum Minimum
نویسنده
چکیده
In the world of business, Barbie is more than a toy; she is an icon. She made the career of Jill Barad, who became CEO of Mattel on the basis of Barbie’s sales. Philip Evans and Thomas Wurster use Barbie to illustrate the idea of brand as experience, in this case, “a fantasy world for young girls and a collectible for adults.” The image of Barbie, the stories and imaginative play woven around her, constitute the experience of the brand. They help to differentiate Barbie from other dolls with similar dimensions and similar accompaniments.
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