... fluid, and that implementation and analysis impact subsequent strategy. This field-based case provides a rare glimpse into the turnaround of a brand that was all but dead. After Buick suffered more than five decades of declining business results and an inferior brand image versus all rivals, few...

...Yuri Taira; David J. Hardisty; Rui Jorge B. Basto da Silva Research methodology The authors analyzed data and information mainly from the company’s annual reports and the books written by the CEO. Case overview/synopsis How and when can a “value” brand upscale its brand image? In the wake...

... strategy Brand image Brand identity Circularity Corporate strategy Cosmetics Nafigate Corporation is a small Czech company with a global presence and a solid organizational philosophy to create a better world through scientific knowledge and active use of technology. With an innovative...

... Limited 2022 Emerald Publishing Limited licensed re-use rights only Corporate social responsibility Corporate strategy Brand management/equity Brand equity Brand image Brand identity This case discusses a 140-year-old legacy eye-care company. Lawrence and Mayo (L&M) had a strong...

... Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only QSR Brand sustenance Food business Competitive excellence Service quality Brand image Marketing Marketing strategy/methods Market segmentation/target markets New product development Brand management/equity...

... Marketing communication Brand attributes Brand image Message strategies Advertising effectiveness Promotion Telecommunication services India The case describes the dilemma faced by Mr Marten Pieters, CEO, Vodafone Essar Ltd, as Vodafone fights to increase its revenue base in the Indian market...

... brand image and generate social benefits. TOREAD's decision making in the critical development phase helped it to become the leader in the outdoor product industry in China. Expected learning outcomes This case may be used for courses such as business ethics and strategy. By learning this case...