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As we noted in these abstracts, three years ago, CVS Health Corp. removed tobacco products from its stores. The change …
CVS Makes Changes to Focus on Customer Health
17 Thursday Aug 2017
Category Archives: Chapter 11: Product Branding and Packaging Decisions
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 …
The Caped Crusader Joins Chevy’s Newest Focus Group
31 Friday Mar 2017
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Chevrolet first introduced its “Real People, Not Actors” advertising campaign several years ago. The spots feature a polite moderator, sheparding …
Volkswagen Tries to Put Emission Woes Behind as It Vows to “Think New”
15 Wednesday Mar 2017
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Is it possible for Volkswagen to come back from the emissions cheating scandal and resulting betrayal of consumer trust? The …
A Funny Looking Car, Advertising through a Funny Channel: Working with The Onion to Introduce the Elio
10 Thursday Nov 2016
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When you have come up with a radically new idea for a car, you need to take a radically new …
Flipping the Approach: How Pepsi Is Using Packaging to Drive Advertising, Instead of the Other Way Around
22 Thursday Sep 2016
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In India, the battle for shares of the growing cola market is intense. But the target market of Indian consumers …
Appealing to Diet Cola Drinkers with Something Like but Unlike Cola: Sparkling Ice
16 Tuesday Aug 2016
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As the sales of traditional diet colas, including Diet Coke and Diet Pepsi, fall, the sales of another diet cola …
Decorating Taco Bell: A Targeted Approach to Remodeling
07 Thursday Jul 2016
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With a measured pace, Taco Bell is testing out new ways to welcome customers to its quick serve locations. In …
Branding America on a Beer Can: Is It Patriotism, or Is It Politics?
21 Tuesday Jun 2016
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Marketing, branding, and packaging campaigns often involve months of preparation and planning, such that when Budweiser first came up with …
Selling Out or Selling Well? The Use and Choice of Popular Music in Advertising Campaigns
05 Tuesday Apr 2016
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What’s your reaction when one of your favorite songs, by one of your favorite brands, pops up in a commercial …
