Building Ingredient Brands (1): Gore-Tex

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Case

Reference no. 502-063-1

Subject category: Marketing

Authors: Jean-Pierre Jeannet (Babson College); Martha Lanning (Babson College)

Published by: Babson College

Originally published in: 2002

Version: 21 November 2002

Length: 7 pages

Data source: Published sources

Topics: Branding; Ingredient branding; Industrial marketing; Marketing; Brand promotion

Share a link: https://casecent.re/p/21626

| No reviews for this item

View our pricing guide or login to see prices.

Abstract

This is the first of a four-case series (502-063-1 to 502-066-1). In 2001, WL Gore was a privately held firm based in Delaware (US) with annual sales of US$1.4 billion. The company was known for its proprietary lightweight, waterproof, and breathable fabric Gore-Tex. This case describes how WL Gore built its highly successful ingredient brand, from invention of the fabric to marketing and testing. This case is suitable for courses in branding, ingredient branding, industrial marketing, marketing and brand promotion.

Location:

USA

Industry:

Consumer goods

Size:

USD1.4 billion

Other setting(s):

2002