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Technical note
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Reference no. MN-0294-E
Subject category: Marketing
Authors: E Joachimsthaler (IESE Business School)
Published by: IESE Business School
Published in: 1994
Length: 24 pages
Topics: Internationalisation; Brands; Marketing; Multinationals
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Abstract

This note provides a model for building global brand-consumer relationships using a brand-equity perspective. The model is applied to 'The Haagen-Dazs Story' illustrating how Grand Met has developed this strong global ice-cream brand in Europe since 1989.
Teaching note
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Reference no. MT-0012-E
Subject category: Marketing
Authors: E Joachimsthaler (IESE Business School)
Published by: IESE Business School
Originally published in: 1994
Version: 17.07.1998
Length: 14 pages
View full details
Case
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Reference no. M-0940-E
Subject category: Marketing
Authors: E Joachimsthaler (IESE Business School); P Taugbol (IESE Business School)
Published by: IESE Business School
Originally published in: 1993
Version: 02.1997
Length: 12 pages
Topics: Food; Internationalisation; Brands; Marketing; Multinationals
View full details
Case
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Reference no. M-0967-E
Subject category: Marketing
Authors: Erich A Joachimsthaler (University of California at Berkeley); P Taugbol (IESE Business School)
Published by: IESE Business School
Originally published in: 1994
Version: 04.1996
Length: 10 pages
Data source: Published sources
Topics: Marketing strategy; Industry environment; Food; Internationalisation; Brands; Marketing; Multinationals
View full details
Case
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Reference no. M-0968-E
Subject category: Marketing
Authors: Erich A Joachimsthaler (University of California at Berkeley); Alfredo Barreto (IESE Business School); Esther Diez (IESE Business School); Francisco Vallejo (IESE Business School)
Published by: IESE Business School
Originally published in: 1994
Version: 04.1996
Length: 9 pages
Data source: Published sources
Topics: Marketing strategy; Industry environment; Food; Internationalisation; Brands; Multinationals
View full details

About

Abstract

This note provides a model for building global brand-consumer relationships using a brand-equity perspective. The model is applied to 'The Haagen-Dazs Story' illustrating how Grand Met has developed this strong global ice-cream brand in Europe since 1989.

Related

Teaching note
-
Reference no. MT-0012-E
Subject category: Marketing
Authors: E Joachimsthaler (IESE Business School)
Published by: IESE Business School
Originally published in: 1994
Version: 17.07.1998
Length: 14 pages
View full details
Case
-
Reference no. M-0940-E
Subject category: Marketing
Authors: E Joachimsthaler (IESE Business School); P Taugbol (IESE Business School)
Published by: IESE Business School
Originally published in: 1993
Version: 02.1997
Length: 12 pages
Topics: Food; Internationalisation; Brands; Marketing; Multinationals
View full details
Case
-
Reference no. M-0967-E
Subject category: Marketing
Authors: Erich A Joachimsthaler (University of California at Berkeley); P Taugbol (IESE Business School)
Published by: IESE Business School
Originally published in: 1994
Version: 04.1996
Length: 10 pages
Data source: Published sources
Topics: Marketing strategy; Industry environment; Food; Internationalisation; Brands; Marketing; Multinationals
View full details
Case
-
Reference no. M-0968-E
Subject category: Marketing
Authors: Erich A Joachimsthaler (University of California at Berkeley); Alfredo Barreto (IESE Business School); Esther Diez (IESE Business School); Francisco Vallejo (IESE Business School)
Published by: IESE Business School
Originally published in: 1994
Version: 04.1996
Length: 9 pages
Data source: Published sources
Topics: Marketing strategy; Industry environment; Food; Internationalisation; Brands; Multinationals
View full details