... that the Wachira Group now faces. Complexity academic level Depending on the questions emphasized, this case can be taught in a strategic, management, strategic marketing/brand management or operations/supply chain course. It is geared towards either undergraduate or graduate students in a general business...

... or ineffective handling of a management situation. The case was compiled from published sources. © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Entrepreneurship Entrepreneurial skills Social marketing Digital marketing Brand management Creativity...

... a platform to apply brand equity frameworks and strategic decision-making tools in a nonprofit context. Complexity academic level Target courses: Nonprofit Management, Marketing Strategy, Brand Management, Social Entrepreneurship Levels: Upper-level undergraduate (junior/senior...

... marketing strategy and brand management courses in business management and commerce streams can use this case. This case can also be used for marketing specialization courses at the undergraduate and postgraduate levels. Figure 1 Brief history of Coca-Cola Source: Gould and Gorman (2015...

... Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Taylor Swift Entrepreneurship Strategy Marketing Brand management Consumer behaviour Reputation management “What if I told you none of it was accidental? And the first night that you saw me...

... Association (NEDA) [ 7 ]. Arup Majumdar can be contacted at: arupmajumdar243@hotmail.com © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Marketing strategy Strategic management Competitive strategy Brand management Fashion The CEO...

... seniors or master students with basic strategic marketing training. This case will help students understand the difference between the brand identity that the brand owners intend and the brand image that consumers actually perceive. It provides the basis of discussions on the topics of brand management...

... be contacted at: em.ohara@assumption.edu © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Marketing strategy Marketing mix Situational analysis Sport marketing Brand management Baseball team Additionally, although Vice President of Marketing...

... market’s impact on pricing and distribution strategies. It can be used for a marketing course at the MBA level to explore the concepts in a growing company’s brand image or an undergraduate specialized course in brand management or marketing management. The students also learn how the fashion industry’s...

.... Targeting Market segmentation Product positioning Brand management Baby milk products Jayanthi Thanigan can be contacted at: jayanthi.thanigan@manipal.edu © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Shankar Bharadwaj, a young...

... for Cadbury Plant Bar in India and whether Mondelez can introduce a similar version in India. Complexity academic level The case is suitable for use in the Marketing Management course of MBA programmes. It can also be used in elective courses related to Brand Management and Integrated Marketing...

... to wind down his career, it would be challenging to brace the brand and identify ways for its endurance. Various models of brand management, namely, Brand Identity Prism and Customer-Based Brand Equity model, have been applied for the brand – Roger Federer. An analysis of brand-building practices can help...

...Brooke Klassen; Brian Lane Theoretical basis The case learning objectives and discussion questions relate very closely to several theories related to branding, including brand positioning, brand growth, brand management, customer value proposition, brand matrix and brand identity. Research...

... and the consequences for its brand management. Research methodology This case is built on primary (one in-depth interview and two focus group) as well as secondary data sources (previous research and web information). Relevant courses and levels This case is designed to be used in a marketing management...

... This case could be a part of the Marketing Management course in an undergraduate Program in Business Management. The specific topics which could be facilitated through this case are Segmenting, Targeting and Positioning. The case could also be a part of a Brand Management course in the same program...