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Keywords: Authenticity
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Case Studies
Case Provider:
The CASE Journal
The CASE Journal (2018) 14 (3): 254–271.
Published: 08 May 2018
...Marie-Cécile Cervellon; Lea Lembo Synopsis This case introduces students to the heritage brand Maille. Dating back to 1747, this brand has managed to elevate the image of mustard from commodity to premium product, capitalizing on brand authenticity and adopting the codes and strategies of luxury...
