Product details

This is the third of a four-case series (502-063-1 to 502-066-1). EI du Pont de Nemours (DuPont) based in Delaware (US) has created a long list of highly successful brands known worldwide. Many of these celebrity performers are components of other end-products. Kevlar is a lightweight fibre known especially for its use in safety and protective apparel. This case examines how DuPont developed Kevlar from product inception in 1965 to global expansion of the Kevlar business. This case is suitable for courses in branding, ingredient branding, industrial marketing, marketing and brand promotion.