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Case
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Reference no. 9-502-024
Subject category: Marketing
Authors: Rohit Deshpande (Harvard Business School); Alexandra de Royere (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2001
Version: 30 June 2004
Length: 26 pages
Data source: Field research
Topics: Advertising campaigns; Brand equity
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Abstract

Discusses sustaining brand equity after a highly successful commodity - product branding ad campaign.
Location:
Colombia, United States
Size:
1,800 employees
Other setting(s):
2000
Case
-
Reference no. 9-503-S02
Spanish language
Subject category: Marketing
Authors: Rohit Deshpande (Harvard Business School); Alexandra de Royere (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2004
Version: 23 January 2002
Length: 27 pages
Data source: Field research
Topics: Advertising campaigns; Brand equity
View full details

About

Abstract

Discusses sustaining brand equity after a highly successful commodity - product branding ad campaign.

Settings

Location:
Colombia, United States
Size:
1,800 employees
Other setting(s):
2000

Related

Case
-
Reference no. 9-503-S02
Spanish language
Subject category: Marketing
Authors: Rohit Deshpande (Harvard Business School); Alexandra de Royere (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2004
Version: 23 January 2002
Length: 27 pages
Data source: Field research
Topics: Advertising campaigns; Brand equity
View full details