Conventional licensing agreements usually involve a brand granting the rights to its popular image or features to a manufacturer. Disney …
Art and the Fashionable Sock: A New Era in Licensing Agreements
04 Tuesday Dec 2018
Category Archives: Chapter 11: Product Branding and Packaging Decisions
An Abbreviation No More: Weight Watchers Rebrands as Simply WW
16 Friday Nov 2018
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In a bold pronouncement for the chief executive of a diet company, Mindy Grossman recently announced straightforwardly that “the world …
Expanding in All Directions: A Revised Approach by J.Crew
02 Friday Nov 2018
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The fashion brand J.Crew has gone through several iterations. After starting off as the place to find preppy wardrobe basics, …
Meeting Consumers’ Demands for Healthy While Also Fulfilling Their Cravings for Salty
02 Friday Mar 2018
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We keep reading and writing about how consumers are seeking healthier food options, and there is no denying that it …
The Vegemite Special Edition: A Serious Line Extension or a Marketing Tactic to Spark Conversation?
22 Wednesday Nov 2017
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For Australian consumers, Vegemite has a clear, unassailable reputation: The yeast-based spread is simple, basic, and familiar from childhood. There …
Expanding the Product Mix: Target’s Extensive Private Label Plans
19 Thursday Oct 2017
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In a strong competitive move, Target has announced plans to introduce 12 new private-label lines in its stores, offering up …
Building Brand Awareness by Saying “Bai” to Some Brand Image Elements but Reinforcing Others
17 Tuesday Oct 2017
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As a brand grows, from a quirky niche player into (it hopes) a national supplier, it needs to shift from …
Tough Decisions at Tiffany & Co.: What Makes a Luxury Brand a Luxury?
04 Wednesday Oct 2017
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The recent leadership changes at Tiffany & Co., the jewelry line known for its signature blue boxes, are symbolic of …
CVS Makes Changes to Focus on Customer Health
17 Thursday Aug 2017
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As we noted in these abstracts, three years ago, CVS Health Corp. removed tobacco products from its stores. The change …
The Baby Dove Product Line Extension and Its Context
23 Friday Jun 2017
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For years, Dove only marketed cleaning and personal care products for women. A few years ago, it added the Dove+Men …
