Costco’s Kirkland Signature house brand brought in more than $59 billion in sales in 2021. That’s up from $52 billion …
Costco’s Big, Expansive Kirkland Signature Brand Is a Big, Huge Hit
13 Wednesday Apr 2022
Category Archives: Chapter 11: Product Branding and Packaging Decisions
Product Innovation as a Means to Skirt the Rules Seeking to Restrict E-Cigarettes
30 Wednesday Mar 2022
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In response to increasing restrictions on the sale of conventional cigarettes, companies such as Juul innovated to come up with …
The Meta Future: What Moves Is Facebook Making Now, and Why?
09 Tuesday Nov 2021
Like most big announcements by massive, globally known companies, Facebook’s recent description of its rebranding as Meta was not something …
Is Victoria Out of Secrets? A Sagging Underwear Brand Tries to Catch Up with the Times
20 Monday Sep 2021
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What is sexy? It isn’t a rhetorical question. The ultimate viability of Victoria’s Secret’s as a business depends on the …
Refreshing the Brand Needs a Better Reason than Just COVID-19 Boredom
20 Tuesday Apr 2021
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A wide range of brands have recently unveiled new looks, from condiments, to beers, to cookies, to retailers. The logic …
Challenging the Norm: Unilever’s Pledges to Do Better
14 Wednesday Apr 2021
As a global, massive consumer products goods conglomerate, Unilever exerts tremendous influence. Its products, advertising, packaging, and marketing are available …
Sustainable, Beautiful, and Essential: The Launch of a New Beauty Brand
01 Monday Feb 2021
Considering their work experience in the perfume industry and educational backgrounds in sustainable development, the married couple that recently founded …
Hip Hop Fast Food: A Novel Collaboration Between Travis Scott and McDonald’s
12 Monday Oct 2020
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Posters in McDonald’s windows, featuring phrases like “It’s Lit!” and “Straight Up!” along with suggestions that consumers approach the counter …
A Zombie Story for Brands: Coca-Cola’s Product Line Cuts
24 Monday Aug 2020
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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 …
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 …
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