Branding the black: American Angus Association raises the bar of beef breed advertising. (Marketing To Livestock Producers).(NKH and W Inc.)

From: Agri Marketing | Date: March 1, 2002| Author: Coakley, Debbie | Copyright information

For commercial beef cattle producers, the color of money may well be black, if they embrace the messages in the latest advertising campaign from the American Angus Association.

The association's new approach is part of a branding strategy to capitalize on the equity of a single attribute -- the black color of the Angus breed. The campaign kicked off in October 2001.

"The campaign positions the Angus breed and services of the association as providing cattle pro...

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