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Using its own classification system, Coca-Cola refers to its brands with simple labels to describe how they are performing. The …
A Zombie Story for Brands: Coca-Cola’s Product Line Cuts
24 Monday Aug 2020
Category Archives: Chapter 11: Product Branding and Packaging Decisions
Rainbow Washing or a Sincere Effort: A Temporary Packaging Redesign by Skittles
29 Monday Jun 2020
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With the memorable assertion that “Only one rainbow matters during Pride,” the Skittles brand plans to introduce packaging that eliminates …
Is Sugar by Any Other Name Just as Sweet? Labeling Controversies for Sugary Foods Calling Themselves Healthy
23 Thursday Apr 2020
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Strict rules exist for what food companies can claim with regard to the fat, calorie, cholesterol, and sodium they contain. …
Is He Buying “Ice” or Ice Tongs? Tiffany & Co.’s Efforts to Get Men to Shop for Themselves
20 Thursday Feb 2020
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branding, men, Positioning, segmentation, targeting, Tiffany & Co
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Although the demographics of shoppers in Tiffany & Co. retail stores often have featured a lot of men, most of …
Exchanging a Bottle of Pepsi for a Can of Water? Finding Packaging Solutions to Environmental Commitments
03 Tuesday Sep 2019
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When PepsiCo announced its ambitious plans to ensure all of its packaging material would be recyclable, compostable, or biodegradable by …
A Partnership to Get Healthier Options to Consumers: WW and Blue Apron
25 Monday Mar 2019
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Once praised as a game changer in the eat-at-home market, Blue Apron recently has struggled to stay afloat, as subscribers …
Have You See the One About JS Watch Company? A Luxury Marketing and Pricing Strategy that Doesn’t Take Itself Too Seriously
11 Monday Mar 2019
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Four guys walk into a shop … and make watches. It sounds like the start of a joke, but the …
Art and the Fashionable Sock: A New Era in Licensing Agreements
04 Tuesday Dec 2018
Conventional licensing agreements usually involve a brand granting the rights to its popular image or features to a manufacturer. Disney …
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, …
