Adidas’s Two-Pronged Approach: High-Tech Innovation and High-Fashion Yeezy

26 Tuesday Jan 2016

Posted by Grewal Levy Marketing in Chapter 11: Product Branding and Packaging Decisions

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adidas, branding, Product Design, Yeezy

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For most of its history, adidas has relied on its innovative and technical capabilities. That is, its distinctive claim has …

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The Newest Corvette: Stingray or Chevrolet’s Painful Sting?

11 Monday Feb 2013

Posted by Grewal Levy Marketing in Chapter 06: Consumer Behavior, Chapter 09: Segmentation, Targeting and Positioning

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branding, Chevrolet, consumer behavior, Corvette, General Motors, marketing, Product Design, segmentation

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For many consumers, Corvette is a brand unto itself, with little relation to its parent company Chevrolet or umbrella General …

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