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Expand the Menu? (HBR Case Study and Commentary)

• Sandeep Puri
• Kirti Khanzode
• Alison Beard
• Rajiv Meherish
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• From the June 2016 Issue

How Companies Should Play the Olympics

• John Quelch
• April 21, 2008

What High-Tech Managers Need to Know About Brands

• Larry Light
• Jonathan Goldstine
• From the July–August 1999 Issue

Can Knockoffs Knock Out Your Business? (Commentary for HBR Case Study)

• Paul F. Nunes
• Narendra P. Mulani
• Giorgio Brandazza
• J. Merrick "Rick" Taggart
• Candace S. Cummings
• October 01, 2008

How Would Walt Disney Market in 2009?

• John Sviokla
• December 30, 2008

Start-Ups Need a Minimum Viable Brand

• Denise Lee Yohn
• June 13, 2014

Unleash Your Organization’s Overlooked Talent

• Bill Taylor
• July 19, 2022

Choosing the Right Platform for Your Brand

• Ayelet Israeli
• Leonard A. Schlesinger
• Matt Higgins
• Sabir Semerkant
• Julian R.K. Wichmann
• Nico Wiegand
• Werner J. Reinartz
• Thomas S. Robertson
• September 01, 2022

Beware the Pitfalls of Global Marketing

• Kamran Kashani
• From the September–October 1989 Issue

How Starbucks' Growth Destroyed Brand Value

• July 02, 2008

The Best Way to Name a New Product

• Harvard Business Review
• From the January–February 2023 Issue

5 Ways Marketing Leaders Can Drive More Value in 2022

• Janet Balis
• February 22, 2022

To Stay Relevant, Professional Associations Must Rebrand

• January 05, 2016

The CEO of Levi Strauss on Leading an Iconic Brand Back to Growth

• From the July–August 2018 Issue

Would Vegan Offerings Dilute Our Brand? (HBR Case Study)

• Lena G. Goldberg
• Michael S. Kaufman
• July 01, 2022

Should You Launch a Fighter Brand?

• Mark Ritson
• From the October 2009 Issue

In the Ecosystem Economy, What's Your Strategy?

• Michael G. Jacobides
• From the September–October 2019 Issue

How To Build a Global Brand

• October 16, 2007

Customer Strategy Tips from an Indie Rocker

• Scott Kirsner
• April 17, 2009

Only Your Brand Will Save You

• Dorie Clark
• October 25, 2011

"Kraken" Down on Emissions: The World's First Net-Zero Arena

• Andrew Hoffman
• April 19, 2022

Benetton: The "United Colors" Communications Campaigns

• Stephen A. Greyser
• James L. Heskett
• Norman Klein
• September 20, 1994
• Giovanni Gavetti
• June 28, 2001

The Phantom of the Opera

• Robert D. Austin
• Shannon O'Donnell
• April 28, 2008

Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand

• Anat Keinan
• Sandrine Crener
• Janet Borgerson
• Jonathan Schroeder
• February 07, 2017

Darden Restaurants - The Quest for Growth

• December 02, 2020

H-E-B Own Brands

• V. Kasturi Rangan
• February 05, 2002

Unilever Platinum Stores: Building a Brand for the Community

• Philip Zerrillo
• Pannapachr Itthiopassagul
• Sarita Mathur
• February 17, 2015

SONOVA: HEARING A SOUND DIGITAL STRATEGY?

• Stefan Michel
• Thomas Koller
• Emanuele Pizzo
• February 08, 2021

Bose Corporation: Communication Strategy for Challenging Apple's Beats by Dr. Dre

• Robert J. Dolan
• November 02, 2017

Leo Burnett Co. Ltd.: Virtual Team Management

• Joerg Dietz
• Fernando Olivera
• Elizabeth O'Neil
• November 04, 2003
• David E. Bell
• Mary Shelman
• November 07, 2008

Purpose Brands

• Rory McDonald
• Clayton M. Christensen
• Shaye Roseman
• June 07, 2019

Katherine Schuler at Boxes & Bins, Inc.

• Linda A. Hill
• James T. Kindley
• November 16, 2015
• Frank V. Cespedes
• August 07, 2018

MIGUEL TORRES: ENSURING THE FAMILY LEGACIES

• Benoit Leleux
• Jan Van Der Kaaij
• September 13, 2010

LAFC: Tackling Intolerance

• Jeremy B. Dann
• June 05, 2020

Yahoo!--A New HR Challenge (A)

• Charlie Catalano
• Charles A. O'Reilly
• May 05, 2004

Dettol: Managing Brand Extensions

• Anand Kumar Jaiswal
• Arpita Srivastava
• Dhwani Kothari
• August 19, 2007

The Eleganzia Group

• Elena Corsi
• Bharat Sajnani
• Sorina Casian-Botez
• Francesco Tronci
• April 18, 2011

Say yes to Facebook and get your customers involved! Relationships in a world of social networks

• Helia Goncalves Pereira
• Maria de Fatima Salgueiro
• Ines Mateus
• November 15, 2014

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Branding Strategies And Marketing Case Studies

A collection of brand strategy and marketing case studies that provide analysis, insights, and examples around visual identity, positioning, tone of voice, key messages, brand archetypes, content, competitors, and more..

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Brand Marketing Case Studies

This collection features brands and content creators that used video and other digital tactics to drive innovation, connect with their consumers, and drive brand and business metrics. Learn about best practices, creative executions, and how brands achieved success through digital.

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Comedy central’s innovative search/youtube strategy sends fans on an internet-wide easter egg hunt, fiat's 500x crossover ad drives audience engagement on youtube, how orkin's youtube content strategy exterminated the 'ew'-factor and boosted brand awareness, gillette wins with a digital-first approach for gillette body, how maybelline new york's eye-catching youtube campaign dared consumers to 'go nude', driving sales for retailers with youtube's trueview for shopping, l'oréal canada finds beauty in programmatic buying, rosetta stone embraces mobile video to generate 10x increase in site traffic, new balance races past pre-order goal with youtube trueview and google lightbox ads, how budweiser won the big game with "puppy love", jcpenney optical boosts in-store traffic and brand exposure with google advertising, how activision reached over 2m subscribers on youtube, aéropostale partners with youtube star bethany mota to drive leads, sales and fans, mondelēz international improves campaign effectiveness with google’s brand lift solution, visit california lifts intent to travel to california with a unique experience on youtube, toyota drives engagement with first +post ads campaign, brand usa boosts travel intent 22% with 'discover america' campaign, kraft serves up a fresh take on food with a side of google, hyatt brings its brand experience to life with google solutions, ehealth boosts brand awareness with google display ads, sunrun uses google's brand lift solution to measure campaign recall, topshop reinvents its london fashion week show on google+ and engagement triples, chevrolet drives brand awareness for its new traverse, unilever's 'project sunlight' shines with 77 million youtube views, mercedes-benz france's immersive youtube experience fuels shift in brand perception, youtube and broadway: a cinderella story, chef jamie oliver's food tube: a recipe for youtube success, the record breaking love affair between evian® and youtube, nextiva attracts new customers with youtube trueview ads, vice's youtube success: growing sustained viewership through breakout videos, land rover finds success with engagement ads.

• 7 August 2023

6 Examples of Great Brand Strategy Case Studies

What is brand strategy.

The term brand strategy relates to the methods a brand will use to market its products or services to consumers. It focuses on how they present and position themselves in the market. There are several strategies a brand can use and here are some of the biggest.

Company Name

This is where a brand will focus on marketing their company/brand name as a whole. They don’t focus on any specific element of their brand, services or products. Their goal is to improve brand awareness through marketing their name alone.

Individual Branding

This is where a brand will focus on a specific element of their brand. This could range from an individual product to a service, or even a person. This form of branding moves away from overall brand marketing and narrows its focus towards a specific element.

Attitude Branding

This is where the brand markets the idea or emotion behind their brand rather than the name or product. A brand will align itself with this idea, emotion or feeling and market their association with this factor.

Brand Extension

Brand extension is when a brand markets a sub-brand rather than the overall parent brand. Many big brands are owned by even bigger brands, but they don’t market the larger parent brand.

Private Label

Not all brands or companies create their own products. The term private label refers to products that are produced for multiple brands from one creator. Private labels offer an in-house version of commonly produced products, and a brand can market this as a lower price alternative, for example.

Brand Strategy Case Studies

There are many successful branding case studies we could use to explain each element of a brand strategy. However, we believe these 7 examples help explain the power and benefits of brand strategy well.

Red Bull – Company Brand Name

Red Bull is somewhat of a powerhouse in the world of brand marketing. Their company-based brand marketing strategy is one of the most complete but does require a lot of budget. Running F1 teams and sponsoring extreme sports athletes doesn’t come cheap but it can lead to virality.

What Has Red Bull Done?

Red Bull has always known their target market and have found a way to communicate with them. Their initial brand marketing involved finding out where their target market would hang out and hand out free products: increasing brand awareness and word-of-mouth exposure.

Now, with a much larger budget, they still perform the same style of marketing. They know where their target market will be online or what sports they enjoy and position themselves there. Be it an F1 race or an 18 year old university student looking at skydiving content on YouTube.

What Can We Learn From Red Bull?

Understanding your target market will help you position your brand correctly. Their brand is so well known most will associate it name with their favourite sport before a canned energy drink.

Apple – Individual

Apple has always pushed their products before their brand name. Hosting large expos to launch a new product and advertising their latest phone before looking to raise brand awareness. The ‘Shot on Iphone’ ad campaigns are a great example of their marketing efforts pushing the quality and ability of their products.

What Have Apple Done?

Apple focuses on the consumer within its marketing efforts and aligns this with their product. Their push towards innovation is clear from their slogan ‘Think Different’. They look to expose their product strengths and do this through TV advertising and tech influencers.

What Can We Learn From Apple?

If we’re looking to market an individual part of our brand, like a product, it’s important that we first understand the benefits. By understanding the benefits we can market these and draw attention to the selling factors. Ensuring the individual element embodies the overall brand message.

Air Jordan – Brand Extension

One of the most recognisable brand extensions is Air Jordan. A sub-brand of Nike, Air Jordans have become some of the most successful and sought after shoes in the market. They currently sell somewhere around $5 billion worth of shoes each year.

What Have Air Jordan Done?

Nike aligned their product with an up and coming basketball superstar. They also moved away from the Nike brand name as, at the time, it wasn’t ‘cool’ within the basketball scene. By focusing on the brand extension, Air Jordan, they were able to market it alongside the athlete.

What Can We Learn From Air Jordan?

Brand extensions don’t need to follow the same brand message as the parent brand. They can be unique and move away from what would be expected of the parent brand, giving them freedom to push in other directions to reach a wider potential customer base.

Aldi – Private Label

Aldi is a European supermarket that has found great success with their private label range. In fact, 90% of Aldi’s products are private label and, as the majority of their products are in-house, they’re able to control price and availability. This flexibility gives them an edge over their larger supermarket competitors.

What Have Aldi Done?

Aldi have run a number of brand marketing campaigns, however, their focus on the quality of their private label stands out. The ‘I also like this one’ campaign is a great example of how they compare themselves to others in the industry. Backing it up with consumer data, they are able to stand out as just as good but less expensive.

What Can We Learn From Aldi?

If you’re a private label brand, it’s important to know your strengths and weaknesses. Perform market research to gather relevant data and market using this information. Part of the 4 Ps of marketing is ‘price’, so it’s important to consumers that the price is competitive.

Jeep – Attitude Branding

Jeep brand themselves alongside the idea of adventure. Jeep’s marketing campaigns are all focused around the idea of the car being a tool to achieve adventures. This is a great example of how a brand can align themselves with an idea and brand the idea with the product.

What Have Jeep Done Well?

Jeep have understood their target market and have in some ways built their target market around their products. They have positioned themselves through advertisement and product placements to be recognised alongside an attitude.

What Can We Learn From Jeep?

Marketing and branding doesn’t always have to be about yourself. Branding can be an idea that you and your products envelop. Marketing this idea can associate you with that idea. You are therefore no longer just Jeep, you are the adventure car.

Enhancing a Brand Strategy

Not every brand is the same and not every strategy works for every brand. It’s important to understand who you and who your customers are before you develop a brand strategy. Knowing this will give you the best chance of success when launching a new campaign.

For more help and support in creating a brand strategy for your business or company get in contact with Fellow. You can also view our brand strategy page here.

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The Science of Successful Branding: Case Studies and Insights

Successful branding can influence consumer perceptions, build trust, and drive long-term customer loyalty.

Branding is a powerful force in the world of business. It's the art and science of creating a distinctive identity for a product, service, or company. Successful branding can influence consumer perceptions, build trust, and drive long-term customer loyalty. In this article, we will explore the science behind successful branding , exploring key principles and sharing case studies highlighting the strategies and insights that have propelled some of the world's most iconic brands to success.

Branding as an Emotional Connection

At its core, branding is about creating an emotional connection between a brand and its audience. It's not just about logos, colors, or slogans; it's about how a brand makes people feel. Successful brands understand that emotions play a crucial role in consumer decision-making. They tap into these emotions to create a bond that goes beyond the functional benefits of a product or service.

Case Study: Apple Inc.

One of the most iconic examples of emotional branding is Apple Inc. Apple's brand is synonymous with innovation, creativity, and a sense of belonging. They have mastered the art of making their customers feel like part of a community, appealing to their desire for uniqueness and self-expression. Apple's design aesthetic, sleek product packaging, and marketing campaigns all contribute to the emotional connection that has made Apple a global brand leader.

Consistency is Key

Consistency is a fundamental principle in successful branding. A brand should present a unified and coherent image across all touchpoints, from its website to its packaging and advertising. This consistency builds recognition and trust over time.

Case Study: Coca-Cola

Coca-Cola, one of the world's most recognizable brands, has maintained a consistent image for over a century. The red and white color scheme, the classic contour bottle, and the timeless "Enjoy Coca-Cola" slogan have remained largely unchanged, fostering a sense of nostalgia and reliability. This consistency has allowed Coca-Cola to establish a strong emotional connection with its customers, making it a global symbol of happiness and refreshment.

Understanding the Target Audience

A deep understanding of the target audience is essential for successful branding. Brands need to know who their customers are, what they value, and what problems they need to solve. This knowledge informs branding strategies, ensuring that a brand's message resonates with its audience.

Case Study: Nike

Nike's "Just Do It" campaign is a testament to understanding its audience. Nike recognized that its target demographic, athletes and sports enthusiasts, sought motivation and inspiration. The campaign's message, paired with powerful imagery of athletes overcoming challenges, spoke directly to this audience. The result? A brand that not only sells athletic gear but also motivates people to pursue their dreams and passions.

Storytelling: Creating a Brand Narrative

Storytelling is a powerful tool in branding. A compelling brand narrative can engage consumers on a deeper level, allowing them to connect with the brand's values and purpose.

Case Study: Patagonia

Outdoor clothing company Patagonia has embraced a brand narrative that goes beyond selling outdoor gear. They've positioned themselves as a brand that cares about the environment, sustainability, and social responsibility. Their "Worn Wear" campaign, which encourages customers to buy used Patagonia clothing and repair their old items, reinforces their commitment to reducing waste and protecting the planet. By weaving this narrative into their branding, Patagonia has attracted environmentally conscious consumers who resonate with their values.

Adaptation and Innovation

Brands must evolve and adapt to changing market dynamics, consumer preferences, and emerging trends. Stagnation can lead to irrelevance.

Case Study: Amazon

Amazon started as an online bookstore but rapidly evolved into a global e-commerce and tech giant. Their commitment to innovation demonstrated through products like the Kindle e-reader, Amazon Web Services (AWS), and Amazon Echo, has allowed them to stay at the forefront of industry trends. Amazon's willingness to adapt and expand has made it a brand synonymous with convenience and innovation in the digital age.

Cultural Relevance

Brands that understand and embrace cultural relevance can connect with their audience on a deeper level. They tap into what's happening in the world and leverage it to create meaningful messages.

Case Study: Dove

Dove's "Real Beauty" campaign challenged traditional beauty standards and focused on promoting self-esteem and body positivity. By addressing a cultural shift towards acceptance and inclusivity, Dove resonated with consumers seeking authenticity and empowerment. This cultural relevance not only boosted brand loyalty but also led to societal change.

Customer Experience and Feedback

Brands must prioritize the customer experience and actively seek feedback. This helps brands improve their products, services, and messaging based on real-world insights.

Case Study: Zappos

Zappos, an online shoe and clothing retailer, places customer experience at the forefront of its branding. Their commitment to delivering exceptional customer service, including a 365-day return policy and 24/7 customer support, has turned customers into brand advocates. By actively seeking and responding to customer feedback, Zappos continuously refines its approach, resulting in a loyal customer base.

Consistency in Branding

Successful branding requires consistency across various touchpoints. This includes the visual elements of branding , such as logos and color schemes, but it also extends to the tone of voice, messaging, and the overall brand experience.

Case Study: Starbucks

Starbucks has mastered the art of consistent branding. Their green mermaid logo, cozy store ambiance, and the promise of a personalized coffee experience have been replicated worldwide. Customers can step into any Starbucks location, whether in Seattle or Shanghai and expect the same comforting atmosphere and quality coffee.

Sustainability and Responsibility

In an increasingly environmentally conscious world, brands that prioritize sustainability and social responsibility have a competitive edge.

Case Study: Unilever

Unilever, the consumer goods giant, has made sustainability a core part of its branding strategy. With brands like Ben & Jerry's and Dove, Unilever focuses on sustainable sourcing, ethical practices, and reducing its environmental impact. Their commitment to positive social and environmental change resonates with consumers who prioritize responsible consumption.

Adaptation to Digital Channels

In the digital age, brands must adapt to new marketing channels, such as social media, online advertising, and influencer partnerships.

Case Study: Airbnb

Airbnb disrupted the traditional hospitality industry by creating a platform that connects travelers with unique accommodations. They've harnessed the power of digital marketing and social media to reach a global audience, while user-generated content and reviews provide social

proof. Airbnb's success demonstrates the importance of adapting to digital channels and embracing the sharing economy.

The Role of Trust

Trust is the cornerstone of successful branding. Brands that consistently deliver on their promises and provide high-quality products and services build trust, which, in turn, leads to brand loyalty.

Case Study: Toyota

Toyota has established trust by consistently delivering reliable and durable vehicles. Over the years, their commitment to quality and innovation has earned the trust of millions of customers worldwide. This trust has not only resulted in brand loyalty but has also positioned Toyota as a leader in the automotive industry.

Authenticity in Branding

Authenticity is an increasingly vital aspect of successful branding. Consumers are drawn to brands that are genuine and transparent in their communication and actions.

Case Study: Pat McGrath Labs

Pat McGrath Labs, a cosmetics brand, stands out for its authenticity. Founder Pat McGrath, a renowned makeup artist, leveraged her personal brand and expertise to create a cosmetics line known for its quality and inclusivity. Her direct involvement and genuine passion for her products have created a cult following among makeup enthusiasts.

Embracing Change and Innovation

The world constantly changes , and brands that embrace change and innovation stay relevant. This includes adopting new technologies, exploring new markets, and seeking out opportunities for growth.

Case Study: Netflix

Netflix began as a DVD rental service but transitioned into a streaming platform, revolutionizing the entertainment industry. Their commitment to creating original content and adapting to consumer preferences has made them a household name, even as the media landscape continually evolves.

The science of successful branding is a dynamic and multifaceted field. It involves understanding the emotions and needs of the target audience, maintaining consistency, telling compelling stories , adapting to change, and prioritizing customer experience. The case studies provided, from Apple and Coca-Cola to Nike and Amazon, demonstrate how these principles have been applied in diverse ways to achieve remarkable success. Successful branding is not just about creating a logo; it's about creating an enduring and emotionally resonant identity that stands the test of time. It's about forging connections that transcend transactions and lead to lasting brand loyalty.

You Should Know

ThoughtLab is a dynamic and innovative full-service creative agency renowned for its exceptional branding prowess and relentless commitment to thinking outside the box. With a team of visionary creatives, strategists, Web3, and marketing experts, plus decades of superior website design, ThoughtLab consistently delivers groundbreaking solutions that redefine the boundaries of branding and design. They understand that breaking away from convention and embracing bold, unique ideas is vital in today's fast-paced and competitive landscape.

ThoughtLab's approach involves immersing themselves in their client's businesses, understanding their values and aspirations, and crafting tailor-made branding experiences that resonate deeply with the target audience. Their track record of success stands as a testament to their ability to push creative boundaries, captivate audiences, and ensure their client's brands stand out amidst the noise. With a focus on innovation and a passion for excellence, ThoughtLab continues to be at the forefront of revolutionizing the world of branding and marketing. Contact ThoughtLab today.

Brand Equity: Understanding and Enhancing Your Brand’s Value

Journal of Brand Management

• ISSN : 1350-231X (print)
• ISSN : 1479-1803 (electronic)
• Journal no. : 41262
• A source of expert commentary on brand and reputation management
• Includes commentary, industry-based case studies and original research
• Serves a worldwide audience of academics, scholars and business executives

Journal Metrics 2022 Downloads: 330,651 2022 Scopus CiteScore: 7.9 2022 Scopus Source-Normalized Impact per Paper (SNIP): 1.402 2022 SCImago Journal Rank (SJR): 1.09 2022 Clarivate Journal Impact Factor (JIF): 4.1 2022 Clarivate 5 Year Impact Factor: 4.4 2022 Clarivate Journal Citation Indicator (JCI): 0.88 The Journal of Brand Management is a peer-reviewed publication which has established itself as the leading authoritative journal on brand management and strategy. It considers all dimensions of this fast-evolving field, drawing together cutting-edge analysis and the latest thinking from leading international experts in academia and industry. The topic coverage by the journal is broad and deep. Among some of the topics covered are brand alliances and mergers, brand heritage and history, brand ethics as well as branding and technology. Publishing 6 issues a year, the journal includes research and analysis that examine brand research methods; brand metrics and analytics; qualitative and quantitative brand research; brand architecture and portfolios. Case studies examine the experience of prominent organizations, describing problems encountered and lessons learned. Also published is applied research from business schools, universities and think tanks. The Journal of Brand Management is essential reading for brand strategists in private and public sector organizations, and academics in universities and business schools; brand researchers; business development executives; attorneys specializing in intellectual property and patents; and more. Abstracting & Indexing ABS Academic Journal Quality Guide;ANVUR;Australian Business Deans Council (ABDC) Journal Quality List;CNKI;Current Contents / Social & Behavioral Sciences;Dimensions;EBSCO Business Source;EBSCO Discovery Service;Gale;Google Scholar;Institute of Scientific and Technical Information of China;Journal Citation Reports/Social Sciences Edition;Naver;OCLC WorldCat Discovery Service;ProQuest ABI/INFORM;ProQuest Business Premium Collection;ProQuest Central;ProQuest Entrepreneurship Database;ProQuest-ExLibris Primo;ProQuest-ExLibris Summon;Psyndex;SCImago;SCOPUS;Social Science Citation Index;TD Net Discovery Service;UGC-CARE List (India) Journal of Brand Management is a Transformative Journal ; authors can publish using the traditional publishing route OR via immediate gold Open Access. More information on Transformative journals: https://www.springernature.com/gp/open-research/transformative-journals More information on funder and institutional requirements: https://www.springernature.com/gp/open-research/funding

Latest issue

Volume 31, Issue 2, March 2024

Special issue: brands and activism, brands and activism: ecosystem and paradoxes.

Klement Podnar , Urša Golob

Original Article

From Dr. Seuss to Barbie’s cancellation: brand’s institutional work in response to changed market logics

Aya Aboelenien , Chau Minh Nguyen

The influence of marketing communications agencies on activist brands’ moral competency development and ability to engage in authentic brand activism: Wieden+Kennedy ‘Just Does It’

Abdul Rohmanue , Erik S. Jacobi

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Marketing Research

40 case studies in branding.

[Apple: Innovation and Design as Brand Identity]

[Nike: Building a Global Brand Through Storytelling and Innovation]

[Tesla: Revolutionizing the Automotive Industry Through Innovation and Sustainability]

[Amazon: Transforming Retail and Beyond]

[Zoom: Connecting the World Through Video Communications]

[Beyond Meat: A Plant-Based Revolution]

[TikTok: A Dance with Global Success]

[Coca-Cola: Quenching the World’s Thirst for Over a Century]

[Netflix: Redefining the Future of Entertainment]

[Airbnb: Disrupting the Hospitality Industry]

[Starbucks: Brewing Success Through Innovation and Responsibility]

[The Walt Disney Company: A Kingdom of Creativity and Innovation]

[McDonald’s: Serving Success with a Side of Innovation]

[Dove (Unilever): Crafting Beauty and Confidence]

[IKEA: A Symphony of Design, Affordability, and Sustainability]

[LEGO: Building Blocks of Innovation and Success]

[Slack: Revolutionizing Workplace Communication]

[Patagonia: A Case Study in Sustainable Business Practices]

[Spotify: Transitioning from music sales to subscription streaming]

[Warby Parker: Disrupting the traditional eyewear market with an online-first approach]

[Allbirds: A Case Study in Sustainable Footwear Innovation]

40.1 Apple : Innovation and Design as Brand Identity

• Introduction:

Apple Inc., known for its revolutionary technology and design, has built its brand on innovation and a unique user experience. What began as a garage startup in 1976 has become one of the world’s most valuable companies. Let’s explore how Apple achieved this success.

• Background:

Founding and Early Years: Founded by Steve Jobs, Steve Wozniak, and Ronald Wayne, Apple started as a computer manufacturer. The launch of the Apple I computer in 1976 marked the company’s debut, and the subsequent Apple II became a significant success.

Rise to Prominence: With the introduction of the Macintosh in 1984, Apple emphasized graphical user interface, leading the way in user-friendly computing. The iPod, iPhone, iPad, and MacBook line have since become iconic products.

• Product Development: Regularly updating products to include the latest technology.
• Software Ecosystem: Creating a seamless software environment that ties different Apple products together.
• Aesthetic Appeal: Sleek and modern design across all products.
• User Experience: Emphasizing intuitive interfaces.
• Apple Ecosystem: The interoperability of products encourages customers to stay within the Apple brand.
• Customer Service: Apple’s customer support, including the Genius Bar in Apple Stores, provides personalized service.
• Store Design: Apple Stores are known for their minimalist design and layout.
• In-Store Experience: Offering hands-on experience with products and one-on-one customer service.
• High Pricing Strategy: Apple’s premium pricing limits accessibility for many consumers.
• Dependence on Key Products: A significant reliance on the iPhone, which generates a large portion of revenue.
• Manufacturing Practices: Criticisms regarding working conditions in factories.
• Environmental Concerns: Issues related to recycling and waste management.
• Cultural Impact and Legacy:

Apple’s marketing has not only sold products but also shaped culture.

Think Different Campaign: This campaign emphasized Apple’s image as a company for creative and unconventional thinkers.

Influence on Music Industry: With the iPod and iTunes, Apple changed how people buy and listen to music.

Smartphone Revolution: The iPhone transformed mobile communication.

• Conclusion:

Apple’s brand is more than just a logo; it’s a symbol of innovation, quality, and a unique customer experience. By consistently focusing on design and innovation, Apple has maintained a strong brand identity that resonates with consumers globally. Its success offers essential insights into how a focus on innovation, design, and customer experience can build a powerful and enduring brand. The company’s challenges and criticisms also provide a nuanced understanding of the complexities of operating at the forefront of technology.

• Further Exploration:

Apple’s Advertising: Analyzing various Apple advertising campaigns over the years.

Competitor Analysis: Understanding how Apple’s branding strategies compare with competitors like Samsung, Google, and Microsoft.

Future Outlook: Speculating on Apple’s future in an ever-changing technology landscape.

This extended case study provides a comprehensive view of Apple’s branding, suitable for students who want to delve deeply into branding’s multifaceted nature. It includes various aspects of branding, marketing, challenges, and impact, allowing for a rich understanding of how a brand can shape not only a company’s success but also influence broader culture and industry trends.

40.2 Nike: Building a Global Brand Through Storytelling and Innovation

Nike, Inc. is a household name synonymous with athleticism, performance, and innovation. Through its creative marketing strategies and commitment to design, Nike has become a leader in the sports apparel industry. This case study will explore Nike’s rise to prominence and the branding strategies that have kept it at the forefront of the sports industry.

• Founding and Early Years: Founded as Blue Ribbon Sports in 1964 by Bill Bowerman and Phil Knight, the company changed its name to Nike, Inc. in 1971. The famous swoosh logo and the “Just Do It” slogan became integral parts of the brand’s identity.
• Growth and Expansion: With an initial focus on running shoes, Nike expanded into various sports, including basketball, soccer, and golf, becoming a multi-sport brand.
• Historical Partnerships: Nike’s collaboration with athletes like Michael Jordan led to the creation of the Air Jordan line.
• Global Ambassadors: Associating with top athletes like Serena Williams, Cristiano Ronaldo, and LeBron James.
• Emotional Connection: Creating ads that resonate emotionally with consumers, such as the “Find Your Greatness” campaign.
• Social Commentary: Engaging in cultural conversations, like the Colin Kaepernick campaign.
• Technological Advancements: Such as Nike Air cushioning technology and Flyknit fabric.
• Customization: Allowing consumers to personalize products through the NIKEiD platform.
• Nike Run Clubs: Building a community around the brand through running clubs and apps.
• Sustainability Initiatives: Such as the “Move to Zero” campaign focusing on reducing environmental impact.
• Market Competition: Competition from brands like Adidas and Under Armour.
• Pricing Strategies: Balancing premium pricing with accessibility for a broader audience.
• Labor Practices: Historical criticisms regarding factory working conditions.
• Sustainability Challenges: Managing environmental impacts across the supply chain.

Nike’s influence goes beyond sports apparel.

Influence on Streetwear: Collaborations with designers like Virgil Abloh have made Nike relevant in fashion circles.

Promotion of Women’s Sports: Marketing campaigns focusing on female athletes.

Global Reach: Establishing a presence in various global markets and sports.

Nike’s brand success lies in its ability to intertwine sports, culture, and personal aspiration. Its collaborations with athletes, investment in storytelling, and commitment to innovation have made it a leader in the sports apparel industry. The challenges and criticisms it has faced provide insight into the complexities of maintaining a global brand. Understanding Nike’s branding strategies offers an exciting exploration into how a brand can connect with consumers on multiple levels and across diverse markets.

Analyzing Advertising Campaigns: Students may explore various campaigns to understand how Nike connects with different demographics.

Competitor Analysis: Comparing Nike’s strategies with competitors to understand market dynamics.

Future of Sports Branding: Speculating on the future of branding in the sports industry and how Nike may continue to innovate.

This comprehensive case study provides a deep understanding of Nike’s branding strategies and allows students to appreciate the multifaceted nature of branding in the modern market. The connections between sports, culture, innovation, and marketing weave together to create a compelling story that offers valuable insights for anyone interested in branding, marketing, or the sports industry.

40.3 Tesla: Revolutionizing the Automotive Industry Through Innovation and Sustainability

Tesla, Inc. is not just a car manufacturer; it’s a technology company with a mission to accelerate the world’s transition to sustainable energy. Founded by a group of engineers, including Elon Musk, who became the public face of the company, Tesla has become a symbol of innovation and environmental responsibility. This case study explores how Tesla achieved this status.

• Founding and Early Years: Founded in 2003 by Martin Eberhard and Marc Tarpenning, and later joined by Elon Musk, JB Straubel, and Ian Wright, Tesla started with a vision to create electric cars that didn’t compromise on performance.
• Road to Success: The launch of the Tesla Roadster in 2008 proved that electric cars could be both stylish and powerful. Subsequent models, including the Model S, Model X, Model 3, and Model Y, diversified the product line.
• Autopilot: Developing self-driving technology.
• Battery Technology: Pioneering advancements in battery efficiency and lifespan.
• Clean Energy Products: Including solar panels and the Powerwall for energy storage.
• Sustainable Manufacturing: Efforts to minimize environmental impact in production.
• Online Sales: Bypassing traditional dealerships, selling directly to consumers online.
• Customer Experience: Creating unique showrooms and offering test drives.
• Elon Musk’s Twitter Presence: Utilizing social media to promote and defend the brand.
• Product Launches: Hosting grand events to unveil new products.
• Production Challenges: Meeting demand and managing quality control.
• Market Competition: Growing competition from traditional automakers entering the EV market.
• Labor Practices: Controversies related to factory conditions.
• Autopilot Safety Concerns: Debates over the safety of Tesla’s self-driving technology.

Changing Automotive Industry: Pushing the entire automotive industry towards electric vehicles.

Energy Conversation: Shaping dialogues about renewable energy and climate change.

Stock Market Phenomenon: Tesla’s unique position in the stock market as a technology/automotive company.

Tesla’s brand represents a fusion of technology, sustainability, and luxury. Through innovative products, a focus on environmental responsibility, and disruptive sales models, Tesla has not only built a successful brand but has also changed the landscape of the automotive industry. Analyzing Tesla’s strategies, challenges, and impacts provides valuable insights into how a brand can be a catalyst for industry-wide change.

Comparative Analysis: Understanding how Tesla’s branding strategies differ from traditional automotive brands.

Future of Mobility: Speculating on the future of electric vehicles, autonomous driving, and Tesla’s role in shaping that future.

Global Expansion: Exploring Tesla’s efforts to expand into various global markets, such as China and Europe.

40.4 Amazon: Transforming Retail and Beyond

Amazon, founded by Jeff Bezos in 1994, started as an online bookstore and quickly expanded into a vast e-commerce platform that sells virtually everything. Beyond retail, Amazon has also entered cloud computing, entertainment, and even healthcare. This case study will explore Amazon’s diverse business activities and how they’ve contributed to its colossal success.

• Early Years: Started in a garage, focusing on books, before expanding into other categories.
• Global Expansion: Rapid growth into international markets and diversified product offerings.
• Customer Experience: One-click ordering, personalized recommendations, and fast shipping.
• Amazon Prime: Subscription model offering free shipping, video streaming, and more.
• Amazon Marketplace: Allowing third-party sellers to reach Amazon’s vast customer base.
• Amazon Web Services (AWS): A leading provider of cloud computing services.
• Voice Technology: Introduction of Alexa and Echo smart speakers.
• Amazon Studios: Producing and distributing original content.
• Twitch Acquisition: Engaging the gaming community.
• Whole Foods Acquisition: Entering the brick-and-mortar retail space.
• Amazon Pharmacy: Expanding into the healthcare sector.
• Market Power: Criticisms related to monopolistic practices.
• Tax Practices: Scrutiny over tax strategies and contributions.
• Working Conditions: Concerns over conditions in warehouses and treatment of employees.
• Environmental Impact: Criticisms related to packaging and carbon footprint.
• Changing Retail Landscape: Influencing consumer expectations and competitors’ strategies.
• Innovation Leader: Setting standards in technology, logistics, and customer service.

Amazon’s success story is a testament to innovation, diversification, and relentless focus on customer experience. By continuously expanding into new areas, Amazon has not only transformed retail but also various other industries. Examining Amazon’s strategies, challenges, and cultural impact provides a deep understanding of modern business dynamics and the role of branding in shaping industry landscapes.

Competitive Analysis: Understanding Amazon’s position among global tech giants.

Future Projections: Exploring potential new markets and technologies for Amazon.

Regulatory Landscape: Analyzing potential legal and regulatory challenges.

This extensive case study offers students a multifaceted exploration of one of the world’s most impactful brands. From e-commerce to entertainment, Amazon’s influence is felt across multiple sectors. Understanding its success and challenges provides insights into innovation, strategy, ethics, and the complex dynamics of modern business environments.

40.5 Zoom: Connecting the World Through Video Communications

Zoom Video Communications, known simply as Zoom, played a pivotal role in connecting people during a time of global upheaval. Founded by Eric Yuan in 2011, Zoom quickly rose to prominence as a leading platform for video conferencing, webinars, and collaboration. This case study explores Zoom’s exponential growth, the strategies that propelled it, and the challenges it faced along the way.

• Founding Vision: Eric Yuan, a former Cisco executive, founded Zoom with a mission to make video communication frictionless and reliable.
• Early Growth: Despite entering a competitive market, Zoom differentiated itself through ease of use and robust performance.
• Ease of Use: Simple interface, quick setup, and no user account required for joining meetings.
• Quality and Reliability: Consistent video and audio quality across various devices and internet connections.
• Business and Enterprise Solutions: Offering scalable solutions for organizations of all sizes.
• Education Sector: Customized features for virtual classrooms and administrative meetings.
• Healthcare Integration: Compliance with healthcare regulations for telemedicine use.
• Localization: Tailoring offerings to different regions and languages.
• Strategic Partnerships: Collaborating with hardware vendors and integrators for seamless user experience.
• Free Access for Schools: Providing free access to educational institutions during lockdowns.
• Scaling Infrastructure: Rapidly expanding server capacity to handle surging demand.
• Security Enhancements: Addressing early security concerns with significant updates and transparency.
• “Zoombombing” Incidents: Unwanted intrusions into meetings raised questions about security.
• Data Privacy Concerns: Scrutiny over encryption and data handling practices.
• Competing Platforms: Navigating competition from established players like Microsoft and new entrants like Google.
• Sustaining Growth: Challenges in maintaining growth rates as restrictions lift and in-person meetings resume.
• Changing Work Culture: Enabling remote work, hybrid models, and global collaboration.
• Social Connections: Facilitating social interactions, virtual family gatherings, and online events.
• Redefining Communication: Setting new standards for video communication and online engagement.

Zoom’s journey is a compelling study in understanding customer needs, agile adaptation, and effective scaling. From a startup competing against tech giants to becoming a household name, Zoom’s story offers valuable lessons in innovation, strategic planning, crisis management, and ethical considerations. Analyzing Zoom’s branding, growth strategies, challenges, and cultural impact provides rich insights into the dynamics of technology-driven market disruption and the responsibilities that come with rapid success.

Competitive Landscape Analysis: Understanding Zoom’s position in a fast-evolving market.

Ethical and Regulatory Considerations: Analyzing Zoom’s response to security and privacy concerns.

Long-term Strategy and Sustainability: Evaluating Zoom’s plans to sustain growth and diversify offerings.

40.6 Beyond Meat: A Plant-Based Revolution

Beyond Meat has become a synonym for the plant-based food movement, leading the way in creating meat alternatives that cater to a growing global demand for sustainable and ethical eating. This case study explores the company’s journey, its innovative products, market strategies, and the broader impact on the food industry.

• Founding Vision: Established by Ethan Brown in 2009, Beyond Meat aimed to address environmental, health, and ethical concerns related to animal agriculture.
• Product Innovation: The development of plant-based meat substitutes that mimic the taste, texture, and appearance of traditional meat.
• Not Just for Vegetarians: Positioning products to appeal to meat-eaters looking to reduce meat consumption.
• Retail and Food Service Partnerships: Collaborations with supermarkets, fast-food chains, and restaurants.
• Celebrity Endorsements: Engaging well-known advocates of plant-based diets, such as Bill Gates and Leonardo DiCaprio.
• Sustainability Messaging: Emphasizing the environmental and health benefits of plant-based foods.
• Adaptation to Local Tastes: Developing products tailored to various global markets and cuisines.
• Regulatory Compliance: Navigating complex food regulations in different countries.
• Rising Competitors: Facing competition from both traditional food companies and new entrants in the plant-based sector.
• Product Differentiation: Striving to stand out in an increasingly crowded market.
• Taste and Texture Expectations: Meeting consumer expectations for flavors and textures similar to traditional meat.
• Price Barriers: Addressing price competitiveness with animal-based products.
• Transparency in Ingredients: Providing clear information about ingredients and processing methods.
• Life Cycle Analysis: Assessing the full environmental impact of products, from production to consumption.
• Changing Consumer Habits: Influencing a shift in dietary preferences towards plant-based options.
• Industry Collaboration: Collaborations with traditional meat producers and food service providers.
• Impact on Animal Agriculture: Contributing to debates about the sustainability and ethics of conventional meat production.

Beyond Meat’s story represents a transformative moment in the food industry, reflecting a broader cultural shift towards sustainability and conscious consumption. By analyzing Beyond Meat’s product innovation, market strategies, challenges, and cultural impact, students can gain insights into how a company can both lead and adapt to changing consumer values and industry dynamics. This case encourages critical thinking about innovation, branding, competition, ethics, and the interplay between business and societal needs.

Comparative Analysis with Competitors: Examining strategies and approaches of other players in the plant-based food market.

Consumer Behavior Study: Investigating consumer attitudes towards plant-based alternatives.

Sustainability Assessment: Conducting a comprehensive analysis of the sustainability aspects of plant-based foods.

40.7 TikTok: A Dance with Global Success

TikTok, a social media app developed by Chinese tech company ByteDance, has quickly become a sensation, particularly among younger users. This case study examines TikTok’s rapid growth, innovative content delivery, competition, and the complex regulatory landscape it navigates.

• Launch and Growth: TikTok was launched in 2016 and merged with Musical.ly in 2018 to expand its reach in the U.S. market.
• Algorithm Magic: TikTok’s unique algorithm offers personalized content, leading to higher engagement and user retention.
• Short Video Format: Users create engaging 15-second videos with a wide array of editing tools.
• Personalized Feed: The “For You Page” algorithm provides a customized content feed, enhancing user experience.
• Hashtag Challenges: Promoting user-generated content through viral challenges.
• Collaborations and Duets: Enabling collaboration between users to foster community.
• Music and Dance Focus: Strong emphasis on music and dance-related content.
• Influencer Partnerships: Collaborating with youth influencers to drive adoption.
• Local Content Adaptation: Encouraging content that resonates with local cultures and trends.
• Strategic Advertising: Utilizing in-app advertising and partnerships with brands.
• Data Security Issues: Ongoing debates over data privacy and national security.
• Regulatory Scrutiny: Challenges related to compliance with international regulations.
• Competing for Attention: A battle with platforms like Instagram, Snapchat, and YouTube.
• Intellectual Property Concerns: Issues related to copyright and content ownership.
• Democratizing Content Creation: Empowering individuals to become content creators.
• Cultural Influence: Fostering global cultural exchange and trends.

TikTok’s story is a fascinating example of how a social media platform can become a global phenomenon through innovative technology, strategic targeting, community engagement, and adaptability to local cultures. This case allows students to explore various aspects of social media business, including algorithms, user engagement, competition, regulation, and cultural impact.

Algorithm Analysis: Delve into how TikTok’s algorithm works and compare it with other platforms.

Regulatory Compliance Study: Investigate TikTok’s compliance with different countries’ regulatory frameworks.

Cultural Impact Research: Explore how TikTok influences and reflects cultural trends across the globe.

40.8 Coca-Cola: Quenching the World’s Thirst for Over a Century

Coca-Cola, founded in 1886, has grown to become one of the world’s leading beverage companies. This case study explores Coca-Cola’s brand legacy, marketing innovations, product diversity, sustainability initiatives, and the challenges and opportunities in an ever-changing global beverage market.

• Founding and Early Years: From a pharmacy concoction to a global brand.
• Iconic Advertising Campaigns: A look at some of Coca-Cola’s most memorable marketing efforts.
• Logo and Packaging: The evolution of Coca-Cola’s iconic logo and bottle design.
• Sponsorships and Partnerships: Coca-Cola’s association with sports events, entertainment, and charities.
• Local Market Adaptation: Customizing products and campaigns to fit regional tastes and cultures.
• Digital Engagement: Leveraging social media and technology for customer engagement.
• Beverage Portfolio: Introduction to Coca-Cola’s diverse product line, including soft drinks, water, and juices.
• Health-Conscious Offerings: Response to changing consumer preferences towards healthier options.
• Water Stewardship: Initiatives to reduce water usage and support community water projects.
• Recycling and Packaging: Commitment to reducing plastic waste through recycling and innovative packaging.
• Market Competition: An overview of competitors like PepsiCo and changing consumer tastes.
• Health and Regulatory Scrutiny: Challenges related to sugar content and obesity concerns.
• Emerging Markets: Strategies and challenges in entering and thriving in new markets.
• Economic Sensitivities: How global economic fluctuations affect sales and operations.

Coca-Cola’s story offers an inspiring journey into the world of branding, marketing, innovation, and corporate responsibility. The brand’s ability to adapt, innovate, and remain socially responsible provides valuable insights for anyone interested in business, marketing, and sustainability.

Marketing Analysis: Investigate how Coca-Cola has maintained its brand appeal over time.

Sustainability Evaluation: Examine Coca-Cola’s efforts in promoting environmental stewardship.

Global Business Study: Analyze Coca-Cola’s strategies in adapting to different cultures and markets.

This student version of the Coca-Cola case study serves as an engaging educational resource for courses related to business, marketing, branding, sustainability, and global commerce. Through exploration, discussion, and critical analysis, students can uncover the multifaceted dynamics that have shaped Coca-Cola’s success and its continued relevance in today’s competitive and evolving marketplace. It invites learners to reflect on the power of branding, the importance of innovation, the challenges of global expansion, and the growing significance of corporate social responsibility in modern business.

40.9 Netflix: Redefining the Future of Entertainment

Netflix, founded in 1997, has transformed from a DVD rental service to a global streaming giant. With over 200 million subscribers worldwide, Netflix has redefined the way people consume entertainment. This case study explores Netflix’s growth, innovation, content strategy, and the challenges it faces in a competitive market.

• Founding and Early Growth: From a mail-order DVD service to streaming pioneer.
• Subscription Model: Introduction of the subscription model that revolutionized content consumption.
• Streaming Technology: Development of cutting-edge streaming technology to deliver content seamlessly.
• Personalized Recommendations: Utilization of algorithms to tailor content suggestions to individual viewers.
• Original Content Creation: Investment in exclusive shows and movies to differentiate from competitors.
• Content Licensing: Acquiring rights to popular shows and movies to broaden the content library.
• Localization Strategy: Adapting content to suit diverse cultural tastes and regulatory requirements.
• Emerging Markets Growth: Expanding into developing regions with unique pricing and content strategies.
• Streaming Wars: Competition with other streaming platforms like Amazon Prime, Disney+, and HBO Max.
• Regulatory and Legal Hurdles: Navigating complex international laws and content regulations.
• Content Piracy Concerns: Efforts to combat unauthorized sharing and illegal streaming of content.

Netflix’s story is a testament to innovation, adaptability, and the power of a customer-centric approach. The lessons drawn from Netflix’s success and ongoing challenges provide valuable insights for those interested in technology, media, marketing, and global business strategy.

Technology Analysis: Investigate how Netflix’s technological advancements have shaped its success.

Content Strategy Evaluation: Examine how Netflix’s original content creation has redefined the entertainment industry.

Global Business Study: Analyze Netflix’s strategies for entering and thriving in diverse global markets.

40.10 Airbnb: Disrupting the Hospitality Industry

Airbnb, established in 2008, has emerged as a disruptive force in the global hospitality industry. This platform connects hosts and travelers, providing unique accommodations and experiences. This case study examines Airbnb’s innovation, growth, and the challenges it faces, providing comprehensive insights for students interested in entrepreneurship, technology, law, and global business.

• Founding Story: How an idea to rent air mattresses turned into a revolutionary business concept.
• Peer-to-Peer Model: Airbnb’s model of connecting hosts with travelers and its impact on traditional lodging.
• Platform Design: Exploration of the user-friendly design, including search functionality, booking process, and communication between hosts and guests.
• Trust and Community Building: Methods of establishing trust through reviews, verification processes, host education, community guidelines, and conflict resolution.
• Revenue Model: Understanding Airbnb’s commission-based revenue model, pricing strategies, and value proposition for hosts and guests.
• Global Growth Strategy: Airbnb’s rapid expansion into various cities and countries, including marketing strategies, partnerships, and local engagement.
• Experiences and Diversification: Introduction of Airbnb Experiences, business travel accommodations, and other extensions of the platform.
• Challenges in Scaling: Examination of the obstacles faced during rapid growth, including maintaining quality, customer support, and local adaptation.
• Local Regulations and Compliance: Encounters with legal issues, zoning laws, city ordinances, and ongoing battles with regulators and the traditional hotel industry.
• Impact on Housing Markets: Exploration of criticisms and studies on Airbnb’s effect on local housing prices, availability, gentrification, and neighborhood dynamics.
• Safety and Liability Concerns: Analysis of safety measures, insurance policies, host responsibilities, and incidents that have raised concerns.
• Sustainable Travel Initiatives: Airbnb’s efforts to promote eco-friendly travel practices, partnerships with local communities, and support for responsible hosting.
• Community Outreach and Disaster Response: Airbnb’s involvement in community development and providing emergency accommodations during natural disasters or crises.
• Brand Identity and Positioning: Examination of Airbnb’s brand evolution, advertising campaigns, social media presence, and efforts to differentiate itself from competitors.
• Customer Segmentation and Personalization: Strategies for targeting different customer segments and personalizing the user experience through algorithms and data analysis.

Airbnb’s transformation of the hospitality industry offers an in-depth look into technology-driven disruption, entrepreneurial innovation, community engagement, legal complexities, and social impact. The multifaceted nature of Airbnb’s journey provides a rich context for exploring diverse business concepts.

• Further Exploration and Assignments:

Platform Analysis Project: Students analyze Airbnb’s platform functionality, user experience, and technological innovations.

Regulatory Environment Study: Research and debates on the legal and ethical aspects of Airbnb’s operations in different regions.

Global Strategy Simulation: Group exercise to plan Airbnb’s entry into a new market, considering cultural, legal, and market dynamics.

Social Impact Assessment: Critical evaluation of Airbnb’s social responsibility efforts, community impact, and sustainability initiatives.

40.11 Starbucks: Brewing Success Through Innovation and Responsibility

Starbucks, founded in 1971 in Seattle, Washington, has become a global coffee icon, known for its premium quality coffee, unique store ambiance, and commitment to social responsibility. This case study examines Starbucks’ journey from a single store to an international chain, focusing on its strategic decisions, marketing practices, innovations, and challenges.

• Founding and Early Years: How Starbucks transformed from a single store selling quality coffee beans into a global coffeehouse chain.
• Mission and Vision: An examination of Starbucks’ commitment to inspiring and nurturing the human spirit, one cup at a time.
• Retail Innovation: An exploration of Starbucks’ unique store designs, customer experience, and the introduction of the “third place” concept.
• Product Diversification: Starbucks’ expansion into various products, including specialty beverages, food, packaged products, and even non-coffee items.
• Global Expansion: Strategies and challenges in entering new markets across different continents.
• Brand Building and Positioning: How Starbucks built a strong brand that emphasizes quality, community, and ethical sourcing.
• Loyalty Programs: The impact and success of Starbucks’ rewards program in enhancing customer loyalty and retention.
• Digital Engagement: Utilizing mobile apps, social media, and digital marketing to engage customers.
• Ethical Sourcing: Commitment to sourcing ethically produced coffee through fair trade practices and farmer support.
• Environmental Initiatives: Efforts in reducing waste, conserving energy, and promoting reusable products.
• Community Engagement: Investing in local communities through education, volunteerism, and support for local causes.
• Market Saturation: The challenge of maintaining growth amid increasing competition and market saturation.
• Cultural Sensitivity: Navigating cultural differences in global markets and occasional backlashes.
• Economic Factors: Responding to economic downturns and changes in consumer spending habits.
• Mobile Ordering: Implementing mobile ordering and payment systems to enhance convenience.
• Data Analytics: Leveraging data to personalize marketing and enhance customer experiences.
• Partnerships with Technology Companies: Collaborations to expand reach and offer new products.

Starbucks’ story offers valuable insights into brand building, global expansion, innovation, social responsibility, and resilience in the face of challenges. Its journey from a single store to a global chain showcases the importance of strategic decision-making, adaptability, and commitment to core values.

Supply Chain Analysis: Investigate Starbucks’ complex supply chain and its approach to ensuring quality and ethical practices.

Competitive Landscape Study: Analyze Starbucks’ competitive positioning and the dynamics of the coffeehouse industry.

Crisis Management Review: Examine Starbucks’ response to various challenges and crises over the years.

40.12 The Walt Disney Company: A Kingdom of Creativity and Innovation

The Walt Disney Company, founded in 1923 by Walt and Roy O. Disney, has grown from a small animation studio to a global entertainment conglomerate. This case study delves into Disney’s storied history, business diversification, technological leadership, and strategies that have made it a symbol of creativity and imagination.

• Founding and Early Success: The birth of Mickey Mouse, the creation of the first synchronized sound and full-color cartoons, and the groundbreaking “Snow White and the Seven Dwarfs.”
• Expanding the Magic Kingdom: Disney’s foray into theme parks, beginning with Disneyland in 1955 and followed by a global expansion.
• Diversification: Exploration of Disney’s diversification into various entertainment sectors, including movies, television, theme parks, merchandise, and media networks.
• Content Creation and Distribution: Examination of Disney’s strategies in producing and distributing content through various channels, including streaming services like Disney+.
• Global Expansion: Analysis of Disney’s strategies to enter and thrive in international markets, including China and Europe.
• Brand Building: How Disney built a universally loved brand based on storytelling, characters, and immersive experiences.
• Synergy: Understanding how Disney leverages its characters and stories across multiple business segments.
• Digital Engagement: Exploration of Disney’s digital marketing efforts, social media presence, and engagement with younger audiences.
• Revolutionizing Animation: Disney’s pioneering role in animation technology, including the introduction of CGI.
• Immersive Experiences: The integration of technology in theme parks for personalized and interactive experiences.
• Strategic Acquisitions: Insight into Disney’s acquisitions, including Pixar, Marvel, Lucasfilm, and 21st Century Fox.
• Collaborations and Partnerships: Exploration of Disney’s collaborations with other companies to enhance its product offerings and reach.
• Corporate Social Responsibility (CSR): Disney’s efforts in environmental conservation, community support, and ethical sourcing.
• Content and Cultural Sensitivity: Balancing storytelling with cultural respect and inclusiveness.
• Market Saturation and Competition: Navigating an increasingly competitive media and entertainment landscape.
• Regulatory and Legal Challenges: Adhering to varying regulations across global markets.
• Pandemic Response: Adaptation and response to the COVID-19 pandemic’s impact on various business segments.

The Walt Disney Company’s journey offers a captivating exploration of creativity, innovation, strategic thinking, and adaptability. From pioneering animation to building global theme parks, launching streaming services, and acquiring leading entertainment brands, Disney’s story is a rich lesson in entrepreneurship, marketing, technology, and global business strategies.

Leadership Analysis: Investigate Disney’s leadership strategies and the role of key leaders in shaping the company.

Competitive Landscape Study: Analyze Disney’s competitive positioning and the dynamics of the entertainment industry.

Crisis Management Review: Examine Disney’s response to various challenges, including economic downturns and unexpected crises.

40.13 McDonald’s: Serving Success with a Side of Innovation

McDonald’s is more than just a fast-food chain; it’s a global phenomenon that has shaped the way people eat around the world. Founded in 1940 by Richard and Maurice McDonald, the company has since evolved into a multi-billion-dollar giant with thousands of locations worldwide. This case study examines the key ingredients behind McDonald’s success.

• Founding and Early Growth: A look at McDonald’s beginnings, from a single drive-in to the creation of the Speedee Service System, a precursor to the modern fast-food restaurant.
• Global Expansion: How McDonald’s turned the Golden Arches into an international symbol, adapting to various cultures and tastes.
• Franchising: Exploration of McDonald’s franchising model and how it fueled the company’s rapid growth.
• Menu Innovation: How McDonald’s constantly innovates its menu to meet consumer demands and local preferences.
• Supply Chain Management: Examination of McDonald’s logistical prowess in sourcing and distributing ingredients across the globe.
• Sustainability Efforts: An insight into McDonald’s initiatives to reduce environmental impact and promote sustainable practices.
• Iconic Branding: Understanding how the Golden Arches and characters like Ronald McDonald became global icons.
• Advertising and Promotions: A review of memorable ad campaigns and marketing strategies that resonate with various demographics.
• Customer Experience: How McDonald’s focuses on customer satisfaction through services like McDelivery and the recent digital transformation.
• Digital Ordering and Mobile Apps: Exploration of McDonald’s embrace of technology to enhance customer convenience.
• Smart Restaurants: How technology is changing the in-store experience, from kiosks to AI-powered drive-thrus.
• Health Concerns: Analysis of criticisms regarding the nutritional content of McDonald’s food and the company’s response.
• Labor Practices: Discussion of challenges related to employee wages, benefits, and working conditions.
• Competitive Landscape: Examination of the fast-food market competition and how McDonald’s maintains its edge.
• Adaptation to Changing Consumer Preferences: The shift towards healthier options and how McDonald’s is responding.
• Investments in Technology: Future technological innovations that may shape the McDonald’s experience.
• Sustainability Goals: Long-term objectives in minimizing environmental impact and promoting social responsibility.

McDonald’s journey offers a multifaceted case study in entrepreneurship, innovation, marketing, global expansion, and adaptability. From flipping burgers in a single location to flipping the script on fast food worldwide, the company continues to evolve, facing new challenges and seizing opportunities.

40.14 Dove (Unilever): Crafting Beauty and Confidence

Dove, a personal care brand owned by Unilever, has become synonymous with beauty and self-esteem through its innovative products and socially conscious campaigns. This case study invites you to explore Dove’s journey and its commitment to promoting a more inclusive and positive depiction of beauty.

• Dove’s Inception: A look at the brand’s origins in 1957 with the launch of the Dove Beauty Bar.
• Product Portfolio: Overview of Dove’s wide range of personal care products, including body wash, hair care, and skincare.
• The “Real Beauty” Campaign: Examination of Dove’s groundbreaking campaign that challenged conventional beauty standards.
• Customer Engagement: Insights into Dove’s interaction with customers through social media, events, and community outreach.
• Global Expansion: Strategies behind Dove’s growth into various international markets and adaptation to different cultures.
• Research and Development: A look at how Dove constantly innovates its product line through scientific research and consumer insights.
• Sustainability Initiatives: Understanding Dove’s efforts in reducing environmental impact and promoting ethical sourcing.
• Promoting Self-Esteem: Analysis of Dove’s initiatives to enhance self-esteem, particularly among young women, through education and advertising.
• Partnerships and Collaborations: How Dove collaborates with NGOs, influencers, and other stakeholders to amplify social messages.
• Market Competition: Assessment of the competitive landscape and how Dove differentiates itself.
• Advertising Backlash: Discussion of certain advertising missteps and how the brand managed the fallout.
• Trend Adaptation: Exploration of how Dove aligns with emerging beauty and wellness trends.
• Technology Integration: How Dove leverages technology, including AI and data analytics, for product development and personalized experiences.
• Sustainability Goals: Examination of Dove’s long-term commitment to environmental sustainability and ethical practices.

Dove’s journey presents an engaging case study that goes beyond products and marketing to encompass social values, consumer connection, innovation, and global reach. The brand’s commitment to challenging beauty norms and promoting self-esteem has set it apart in a crowded market.

40.15 IKEA: A Symphony of Design, Affordability, and Sustainability

• Founding and Mission: Founded in Sweden in 1943 by Ingvar Kamprad, IKEA’s mission is to “create a better everyday life for many people.” It emphasizes affordability, design, and functionality.
• Overview of Offerings: IKEA offers a wide range of home furnishings, including furniture, kitchen appliances, decor, and accessories.
• Global Presence: With over 400 stores in 50 countries, IKEA has become a global leader in the home furnishing industry.
• Product Design and Development: IKEA’s products are known for minimalist design, functionality, and ease of assembly. Collaboration with designers worldwide keeps its offerings fresh and innovative.
• Supply Chain and Manufacturing: A well-integrated supply chain with close relationships to over 1,000 suppliers allows IKEA to maintain low costs while ensuring quality and sustainability.
• Retail Experience: The IKEA in-store experience is distinctive with showrooms, self-service warehouses, and in-store restaurants offering Swedish cuisine.
• Pricing Strategy: IKEA’s cost-conscious approach means designing products from the price tag up, ensuring affordability without compromising on quality.
• Digitalization and E-commerce: With a strong online presence, IKEA provides customers with online shopping options, planning tools, and virtual product previews.
• Advertising Campaigns: IKEA uses creative and often humorous advertising to appeal to a broad customer base, focusing on life improvement and solutions.
• Online Engagement: Digital catalogs, apps, and social media keep IKEA’s audience engaged and provide valuable customer insights.
• In-store Promotions: Seasonal displays and in-store events promote new products and encourage customer interaction.
• Brand Identity and Values: IKEA’s brand emphasizes sustainability, inclusiveness, and accessibility.
• Environmental Practices: Commitment to sustainable sourcing, waste reduction, and energy efficiency are core to IKEA’s operations.
• Renewable Energy Projects: IKEA invests in wind and solar energy, aiming to produce as much renewable energy as it consumes in its operations by 2030.
• Social Responsibility: The IKEA Foundation supports initiatives related to children’s education, refugee support, and climate change.
• Sustainable Product Lines: IKEA offers products that promote sustainable living, from energy-efficient appliances to recycled materials.
• Cultural Adaptation: IKEA adapts its product lines and marketing to reflect local tastes, customs, and living conditions.
• Market Entry Strategies: IKEA studies each market carefully, adapting its store format and product selection to local needs.
• Challenges in Different Markets: Navigating regulations, cultural differences, and local competition has posed challenges in some markets.
• Competition and Market Pressures: IKEA faces competition from both traditional furniture stores and online platforms.
• Cultural Missteps: Some global marketing campaigns have been criticized for insensitivity to local cultures.
• Quality Concerns: IKEA’s emphasis on low cost has sometimes led to perceived quality issues.
• Emerging Markets: Expansion into new markets like India and South America presents opportunities and challenges.
• Technological Innovations: IKEA is exploring augmented reality, artificial intelligence, and smart home technologies.
• Sustainability Goals: Commitment to further sustainability through its entire value chain.
• Collaborations and Partnerships: IKEA’s collaboration with designers, tech companies, and even other retailers fuels innovation.

IKEA’s unique blend of design, affordability, sustainability, and global reach has made it a standout brand in the home furnishing industry. The company’s multifaceted approach offers a rich study of modern retail, branding, international business, and corporate responsibility. The complexities and successes of IKEA’s model provide invaluable insights and inspiration for students across various disciplines.

40.16 LEGO: Building Blocks of Innovation and Success

• Founding and History: LEGO was founded in 1932 by Ole Kirk Christiansen in Billund, Denmark. The LEGO brick, as we know it today, was launched in 1958.
• Product Portfolio: Beyond the iconic bricks, LEGO’s products include themed sets, video games, movies, and educational tools.
• Mission and Values: LEGO’s mission is to “Inspire and develop the builders of tomorrow” through creative play and learning.
• Innovation in Design: LEGO constantly innovates its product line, incorporating new themes and licensed partnerships (e.g., Star Wars, Marvel).
• Quality and Precision: The manufacturing process emphasizes precision and quality, ensuring compatibility across generations of LEGO bricks.
• Digital Expansion: LEGO has embraced digital gaming and augmented reality experiences, extending the brand into the digital realm.
• Brand Building: LEGO’s brand revolves around creativity, imagination, learning, and fun.
• Advertising and Promotion: Utilizing various channels, LEGO engages customers through inventive advertising campaigns and social media.
• Community Engagement: LEGO Ideas invites fans to submit and vote on new product ideas. The LEGO community is actively engaged in product development, events, and online forums.
• Retail Experience: LEGO stores offer hands-on experiences with play areas, workshops, and exclusive products.
• Online Shopping: The online store provides an extensive product selection, customization options, and exclusive membership benefits.
• Global Distribution: LEGO products are available in more than 140 countries through various retail channels.
• LEGO Education: Through LEGO Education, the company offers learning solutions that encourage hands-on, playful learning in schools.
• Charitable Activities: The LEGO Foundation supports children’s development and learning through various global initiatives.
• Environmental Sustainability: LEGO is committed to reducing its environmental impact, including the goal to produce all products and packaging with sustainable materials by 2030.
• Market Pressures: Facing competition from both traditional toys and digital games, LEGO has had to continuously innovate and adapt.
• Intellectual Property Issues: LEGO has faced legal challenges around patents and copyrights, particularly concerning the design of its bricks.
• Economic Fluctuations: Economic downturns and shifts in consumer behavior have influenced LEGO’s sales and growth strategies.
• Adaptation to Local Markets: LEGO tailors its marketing and product strategies to different cultures and consumer preferences.
• Challenges in Emerging Markets: Entering new markets such as China has presented both opportunities and challenges, including issues related to counterfeiting.
• Technological Innovation: LEGO continues to explore new technologies, such as 3D printing and artificial intelligence.
• Collaborations and Licensing: Partnerships with entertainment franchises and designers fuel creativity and market reach.
• Focus on Adult Fans: LEGO has been expanding its appeal to adult fans through complex sets and themes that cater to various interests.

LEGO’s journey from a small carpentry shop to a global brand is a study in innovation, adaptability, community engagement, and brand stewardship. Its commitment to quality, creativity, and social responsibility offers a multifaceted case study with insights into product development, marketing, sustainability, global business strategy, and more. The story of LEGO inspires aspiring entrepreneurs, marketers, designers, and leaders to think creatively and act with purpose and integrity.

40.17 Slack: Revolutionizing Workplace Communication

• Founding and Background: Launched in 2013 by Stewart Butterfield, Eric Costello, Cal Henderson, and Serguei Mourachov, Slack has quickly become one of the leading tools for team communication.
• Business Model: Slack offers a freemium model where basic features are free, with paid plans for more functionality.
• Key Features: Slack provides channels, direct messaging, file sharing, integrations with other tools, and more to enhance team communication.
• Innovation and Updates: Continual updates and feature enhancements have kept Slack at the forefront of workplace communication tools.
• User-Centric Design: Slack’s interface is designed for ease of use and collaboration, reducing email overload.
• Target Audience: Primarily targeting businesses, both small and large, Slack has also found usage in communities and other groups.
• Growth Strategies: Referral programs, partnerships, and effective content marketing have contributed to Slack’s rapid adoption.
• Customer Engagement: Slack has utilized community engagement, feedback, and customer support to foster loyalty and improve its product.
• Competitors: Major competitors include Microsoft Teams, Zoom, and others offering communication and collaboration tools.
• Differentiation: Slack’s integrations, customization, and user experience have been key differentiators.
• Security Concerns: As with many digital platforms, security and privacy have been challenges, and Slack has implemented measures to ensure data protection.
• Freemium to Premium: The free version attracts users, while additional features and support drive customers to paid plans.
• Enterprise Solutions: Slack’s Enterprise Grid offers solutions tailored to large organizations, including advanced security and administrative features.
• Localization and Cultural Adaptation: Slack has localized its product for various markets and cultures to drive global adoption.
• Challenges in Emerging Markets: Issues such as local compliance, competition, and connectivity can present challenges in various regions.
• Pandemic Response: The shift to remote work during the COVID-19 pandemic led to a surge in Slack usage, adapting to new work patterns.
• Long-term Trends: Remote and hybrid work trends may shape Slack’s future development and market positioning.
• Strategic Acquisitions: Acquiring companies like Rimeto added capabilities to Slack’s portfolio.
• Partnerships: Collaborations with companies like Google, Salesforce, and others have extended Slack’s functionality.
• Salesforce Acquisition: The pending acquisition by Salesforce as of the cut-off knowledge date may significantly shape Slack’s future direction.
• Continued Innovation: Slack continues to explore new features, integrations, and market opportunities.

Slack’s story offers insights into the fast-paced world of technology startups, product development, global expansion, and market competition. Its response to changing work patterns and its strategic acquisitions and partnerships make it a rich subject for study. The lessons from Slack’s journey are relevant to aspiring entrepreneurs, product managers, marketers, and others interested in technology, innovation, and the future of work.

40.18 Patagonia: A Case Study in Sustainable Business Practices

• Background: Patagonia, founded in 1973 by Yvon Chouinard, is an outdoor clothing and gear retailer known for its commitment to environmental sustainability.
• Mission: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
• Innovation: Patagonia has been a leader in developing sustainable fabrics and materials.
• Quality & Durability: Emphasizing long-lasting products to reduce consumerism.
• Recycling & Repairing: Offering repair services and encouraging recycling of products through programs like “Worn Wear.”
• Transparency: Publicly sharing supply chain information and environmental impacts.
• Activism Marketing: Taking strong stances on environmental and social issues.
• Community Engagement: Collaborating with NGOs and community organizations.
• Supply Chain: Focusing on ethical production, fair labor practices, and organic materials.
• Environmental Activism: Regularly donating to environmental causes and supporting conservation efforts.
• B Corp Certification: Patagonia is a certified B Corporation, aligning profit with purpose.
• Profit vs. Purpose: Balancing strong financial growth with a commitment to environmental and social responsibility.
• Investing in Sustainability: Reinvesting profits in sustainable initiatives and environmental causes.
• Market Competition: Navigating a competitive market while maintaining ethical standards.
• Scale and Growth: Balancing growth and scalability with sustainability commitments.
• Greenwashing Accusations: Managing perceptions and criticisms related to authenticity and impact.
• International Expansion: Adapting sustainable practices across diverse markets and cultures.
• Global Partnerships: Collaborating with global organizations to expand environmental initiatives.
• Employee Engagement: Fostering a workplace culture that aligns with company values.
• Leadership and Governance: Maintaining leadership that embodies the brand’s ethos.
• Influencing Other Brands: Patagonia’s practices have influenced other companies to consider sustainability.
• Industry Collaboration: Working with competitors on common goals such as responsible sourcing.
• Adaptation to Climate Change: Developing strategies to mitigate and adapt to the impacts of climate change.
• New Market Opportunities: Exploring new product lines and markets while adhering to core values.

Patagonia serves as a compelling example of a company that has successfully integrated sustainability, ethical considerations, and environmental activism into every aspect of its business. From innovative product development to bold marketing strategies and influential industry leadership, Patagonia’s case study offers valuable insights for those interested in business ethics, environmental stewardship, social entrepreneurship, and innovative brand management. The brand’s ongoing challenges and successes provide rich material for analysis and reflection on the future of sustainable business practices.

40.19 Spotify: Transitioning from music sales to subscription streaming

• Background: Spotify, founded in 2006 by Daniel Ek and Martin Lorentzon, transformed the way people access and enjoy music.
• Mission: “To unlock the potential of human creativity—by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.”
• Streaming Model: Spotify’s on-demand streaming model allows users to access millions of songs and podcasts.
• Algorithm & Personalization: The use of algorithms to create personalized playlists and recommendations.
• Freemium Model: Free, ad-supported tier alongside premium subscriptions.
• Revenue Streams: Subscriptions, advertising, and partnerships.
• User Engagement: Innovative playlists like “Discover Weekly” engage users.
• Collaborations: Partnerships with artists, labels, and other brands.
• International Reach: Spotify has expanded to numerous countries, adapting to various markets and regulations.
• Localized Content: Offering content that resonates with local cultures and tastes.
• Market Competitors: Facing competitors like Apple Music, Amazon Music, and YouTube Music.
• Royalty Disputes: Navigating complex relationships with labels, artists, and rights holders.
• Environmental Footprint: Efforts to reduce carbon footprint and promote sustainable practices.
• Supporting Artists: Initiatives to support emerging artists and creatives.
• New Features: Continual innovation in features and user experience.
• Podcasts and Original Content: Investing in podcasts and original content to diversify offerings.
• Technology Investments: Exploring technologies like AI to enhance user experience.
• Changing Consumer Behavior: Transforming the way people consume and interact with music.
• Influence on the Music Industry: Affecting record labels, artists, and music distribution.

Spotify’s rise as a leading music streaming platform offers a multifaceted case study encompassing technology innovation, marketing strategies, global expansion, and industry impact. From navigating complex licensing agreements to crafting personalized user experiences, Spotify’s journey provides valuable insights into digital transformation, competitive strategy, customer engagement, and the future of entertainment. It serves as a valuable example for understanding modern business dynamics in the digital age, including the ongoing challenges and opportunities of operating in a rapidly evolving industry.

40.20 Warby Parker: Disrupting the traditional eyewear market with an online-first approach

• Background: Founded in 2010, Warby Parker aimed to offer designer eyewear at a fraction of the price through a direct-to-consumer model.
• Mission: “To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.”
• Design: In-house design leading to unique and affordable eyewear.
• Home Try-On: A free program allowing customers to try on glasses at home before purchasing.
• Direct-to-Consumer: Selling directly to customers through e-commerce and physical stores, cutting out intermediaries.
• Social Responsibility: “Buy a Pair, Give a Pair” program donates glasses to those in need.
• Digital Marketing: Effective use of social media and content marketing.
• Community Engagement: Building brand loyalty through community events and collaborations.
• Physical Stores: Combining e-commerce with brick-and-mortar stores for an omnichannel experience.
• International Growth: Expanding to Canada and other markets, adapting to local regulations and preferences.
• Traditional Competitors: Competition with traditional eyewear brands and retailers.
• Copycat Brands: Managing competition from similar direct-to-consumer eyewear startups.
• Environmentally Conscious Manufacturing: Commitment to using sustainable materials.
• Carbon Neutrality: Efforts to reduce and offset carbon emissions.
• Virtual Try-On: Use of augmented reality for virtual try-ons via mobile app.
• Telehealth Services: Offering eye exams and prescriptions through telehealth technology.
• Disrupting Traditional Retail: Changing the way people shop for glasses.
• Promoting Social Responsibility: Encouraging other brands to adopt socially responsible practices.

Warby Parker’s innovative approach to eyewear retail has not only disrupted traditional industry practices but also set new standards in customer experience, social responsibility, and sustainability. Through its unique business model, commitment to social causes, and use of technology, Warby Parker has carved out a unique position in the market. The case study of Warby Parker offers valuable insights into how innovative thinking, customer-centric approaches, and ethical business practices can create a strong brand identity and successful business in today’s competitive retail landscape. It’s an exemplary story for understanding modern entrepreneurship, retail strategies, marketing, and social entrepreneurship.

40.21 Allbirds: A Case Study in Sustainable Footwear Innovation

• Background: Allbirds, founded in 2016 by Tim Brown and Joey Zwillinger, aimed to create comfortable and sustainable footwear.
• Mission: “To tread lighter on the planet while making better things people love to wear.”
• Sustainable Materials: Allbirds uses renewable materials like merino wool and eucalyptus fiber.
• Comfort and Design: Combining sustainable materials with comfortable and aesthetically appealing design.
• Direct-to-Consumer: Selling directly to customers to reduce costs and improve accessibility.
• Ethical Sourcing: Ensuring the ethical treatment of animals and workers in the supply chain.
• Storytelling: Emphasizing the brand’s commitment to sustainability and innovative materials.
• Word-of-Mouth: Leveraging satisfied customers as brand advocates.
• International Presence: Expanding into international markets while staying true to the brand’s values.
• Localized Initiatives: Tailoring products and marketing to suit local preferences.
• Market Competitors: Competing with established footwear brands and other sustainable startups.
• Scale and Sustainability: Balancing growth with maintaining eco-friendly practices.
• Carbon Footprint: Measuring and reducing the brand’s carbon footprint.
• Circular Economy: Exploring ways to make footwear more recyclable and sustainable.
• Transparency: Sharing information about the supply chain and material sources.
• Community Engagement: Partnering with organizations for social and environmental causes.
• Research and Development: Continuing to innovate with new materials and product lines.
• Market Expansion: Exploring new markets and consumer segments.
• Changing Consumer Behavior: Influencing the way consumers think about sustainable products.
• Inspiring Competitors: Encouraging other brands to prioritize sustainability.

Allbirds’ unique approach to footwear production, blending innovation, comfort, and sustainability, has positioned it as a leader in the sustainable fashion movement. The Allbirds case study provides a valuable window into the world of sustainable business, marketing, and product innovation. By exploring Allbirds’ strategies and challenges, students can gain insights into how a commitment to ethical practices, environmental consciousness, and customer satisfaction can drive success in today’s competitive market. The case offers lessons for those interested in entrepreneurship, sustainable business practices, and ethical consumerism.

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Case Study: BeyondMinds’ Branding Journey

There is nothing artificial about branding when it is done right. 

On the contrary, effective branding – which captures and communicates deep truths about a company – is as genuine a narrative as there is.

Table of Contents

Introduction

Authenticity branding was my mission when I undertook a branding project for, ironically enough, an artificial intelligence company. BeyondMinds , is a new enterprise Artificial Intelligence (AI) company in a crowded field – one that is characterized by hype and overpromises – making the need for a strongly articulated and differentiated brand particularly critical.

Despite the breadth of sectors and personalities, the principles I apply are universal – although the details and nuances of them do vary.

There are also branding differences between b2b and b2c entities, but the reality is that the lines are blurring, as all companies want to sound young and fresh, and human. You’ve all seen that yourselves, as the biggest, multi-billion dollar behemoths seem to be seen as friendly and accessible. And now that I mention it – you’ll be even more alert to that trend.

So, let’s start with the key principles of branding that we applied to the BeyondMinds project:

Brand Research

Start inside before you go outside

Branding is storytelling; the truism that “Facts tell, stories sell” cannot be denied. So for BeyondMinds, I – along with my project partner, co-conspirator, and former head of marketing at Conduit, Yochai Levi, spent many hours with the company’s leadership and key stakeholders.

We also interviewed outsiders, including prospective clients. These were honest, transparent, and wide-ranging conversations that helped us thoroughly understand both the product from the AI-side, as well as the cultural and mission-driven side.

We came to understand and appreciate that this is a category that struggles with hyperbole and overpromise, which leads to an 87% failure rate when it comes to production. BeyondMinds overcomes that.

Brand Purpose

Finding the Reason Beyond the Reason

To elaborate on the mission point, today a company needs to be animated by a purpose that goes beyond developing innovative products or services, and that is inspired by the fundamental change and impact the company wants to make in the world. Simon Sinek writes about this in his “Why?” framework, but many consultants have reinforced the need for an internal company driver; I have written about it in HuffingtonPost and other places.

For BeyondMinds, the animating impulse was to build a bridge from theory to practice, so that companies could achieve their missions. When you think about it, we are a mission-enabler – and that’s a pretty wonderful role to play.

Brand Positioning

Embracing where you fit

Most start-ups who see the world through a completely fresh lens – the way BeyondMinds does – are called “challenger brands.” Technology doesn’t need to be gently advanced, but radically reinvented – because enterprise AI, as it is currently developed and deployed, is largely an abject failure.

As we developed the positioning and voice for BeyondMinds, we used the framework detailed below; I think you’ll be nodding in agreement as you read the fundamental distinctions between a hungry and smartly opinionated challenger brand, and a lazy and mushy “Goliath” or legacy brand.

Landing on who you are

With those principles in mind, we began the development of the BeyondMinds strategy and positioning. The first step was to create a business descriptor that served the dual mission of being a clear and compelling explanation of what the company does – and, simultaneously, expressing that in a differentiated fashion. Both are essential to successful branding. If you are descriptive but not unique, you will blend into the noise of a crowded category. If you lack clarity, it doesn’t matter how unique your storytelling is.

We landed on a strong, memorable, and instantly telegraphic phrase:

We are the AI Multiplier company.

We then detailed just some of the many ways that our technology multiples the enterprise-wide power of AI. A “multiplier” company is exponentially more valuable than a technology that is merely additive. We multiply everything below; at the same time, this phrase speaks, subliminally, to a stock price multiple:

• The inherent capabilities of enterprise AI – which have not even been additive, and have often been subtractive
• A challenger brand tells it like it is
• The speed to production timeline because we are MORE than a model – thus solving the 87% failure rate
• The ROI of AI
• The ease of maintenance
• The strengths of the internal client team, liberated from the struggle of building their own solution
• AI x BeyondMinds = Industry Standard

The next step was to go one level further and identify the core approach that separates our platform from everyone else:

We are the only enterprise AI company that is “universally applicable and easily adaptable.”

This message speaks to the modular nature of our Multiplier AND its flexibility:

• It is this proprietary combination that enables us to solve the problems that have plagued AI deployment.
• Simple, memorable statement of what separates us; acts as a filter for R&D. If new technologies and products don’t advance this framework, we don’t make the investment.
• Sets up case histories as our marketing will present them.

Brand Communication

Building your own language.

As part of the branding project, we then developed an enriched vocabulary which creates new messaging contexts for our “first name.” Part of successful branding is to build an ownable new language around the company name. While not all names lend themselves to that strategy, fortunately, BeyondMinds’ does:

• Beyond Theory
• Beyond Conventional Approaches
• Beyond Failures
• Beyond Internal Capabilities
• Beyond a Model
• Beyond the Competition
• Beyond Borders

Mission Statement

From there, we baked all that work into a mission statement:

Our mission is to create AI partnerships that enable the world’s most sophisticated companies to benefit quickly and enduringly from AI’s benefits, while freeing themselves of the risks and burdens of its development and ongoing maintenance .

This single sentence covers a lot of ground. It speaks to the “partnership” relationship with our clients. We are the furthest thing from a vendor. We target “sophisticated” companies who have both complex needs and a deep understanding of what separates real from fake AI. “Quickly and enduringly” speaks to the speed of implementation and the long-term value of our solution. And the last section deals with the way that we liberate our clients from having to build their own systems.

Finally, we boiled all that down to a positioning we describe as “Inspired Pragmatism” and can be summed up in this simple but profound statement:

We Love Theory. We Practice Production.

It captures the bridging strategy that I described earlier in six memorable words that connect our love with the beauty and elegance of theory, and our relentless focus on the practical and pragmatic. Therein lies our magic  – which defines not only the company’s go-to-market advantages, but the characteristics and attributes of those we want to recruit and attract as we grow.

This is a good example of how successful branding extends beyond marketing, into HR and the entire operational philosophy of a company.

From those six words, we created an expanded statement of the mission as a short manifesto:

There have been extraordinary advances made in AI – in academia and elsewhere – in the last few years. It’s been a quantum leap, a trajectory change. But it’s also led to disappointment, exaggerated claims, and failures. BeyondMinds is the bridge from theory to practice, and to successful production. We do that with the first enterprise AI solution that is universally applicable and easily adaptable. We’ve identified those foundational AI elements, the business, and human truths, that transcend individual industries, while similarly addressing burning customization needs. We create partnerships with our clients by bringing them an AI Multiplier Effect, which frees them from the 87% failure rate of traditional AI deployments – a frustrating waste of time and money. The Multiplier Effect continues after deployment, from Day One through Day Forever, as we improve in real ways, in real-time. In other words, we deliver AI without the PAIN .

You can see how tightly the principles and themes of the branding are woven together, in just a few sentences. One thing I want to call out is the idea of business truths and human truths being part of our AI development.

That’s part of our competitive differentiation. We understand how businesses operate, and how AI needs to integrate successfully with different industries; that’s the “easily adaptable” part of our story. At the same time, we understand human behaviors and how the brain operates – because the way to overcome the 87 percent rate is by successful partnering between people and technology.

So, there you have it.  BeyondMinds used this message in its successful public-launch and its first announcement of a raise of $15M (see a story on the round in VentureBeat ).

All branding, of course, is a work-in-progress – as marketplaces change dynamically, especially in AI. But the core truths remain, while the applications shift. So far, the internal and external feedback has been validating – because the genuine always wins.

About the Author

Adam Hanft is a brand strategist — he runs Hanft Projects, a NYC firm — and is a frequently published marketing authority and cultural critic. He sits on the boards of Scotts Miracle-Gro and 1800Flowers, and has consulted for dozens of start-ups around the world, as well as larger entities like McKinsey, Microsoft, Fidelity, and Match.com. Find him on Twitter .

I have no doubt that Beyond Mind will be successful as it’s Beyond anything we have ever seen before. Best Future to Beyond Mind and Adam Hanft for the incredible story of what it is and a Mission, elegantly delivered, about where it’s headed.

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Brands as activists: The Oatly case

• Original Article
• Published: 11 June 2020
• Volume 27 , pages 593–606, ( 2020 )

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• Christian H. Koch   ORCID: orcid.org/0000-0003-3816-2921 1  

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In the light of climate change and ever-increasing evidence of the need for urgently changing food production and consumption, how do brands enter and leverage this debate? How can brands become activists by mobilizing debates around a political cause, and how can those debates promote the legitimacy of emerging industry practices? Through a case study of the now-famous food and beverage brand Oatly, this paper describes how brand-induced political activism can challenge consumption, production, policy, and ideologies. It can promote brand development and positioning, provided that the brand has earned legitimacy. This study suggests that the new branding principle in the age of the climate crisis and eco-anxiety can be characterized as ‘citizen activist,’ in which consumer culture goes beyond the cultivation of self, focusing instead on systemic changes in production and consumption.

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Acknowledgements

I would like to thank Karoline Ryll and Jamie-Lee Lammers for support in data collection and valuable insights. Special thanks are also extended to all interviewees.

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Koch, C.H. Brands as activists: The Oatly case. J Brand Manag 27 , 593–606 (2020). https://doi.org/10.1057/s41262-020-00199-2

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5 Big Brand Case Studies Every Marketer Should Know

Updated: October 11, 2022

Published: January 21, 2010

Many big businesses have begun to experiment with social media, and have dived head-first into the world of Twitter, Facebook, YouTube, and beyond. While others still remain traditionally skeptical of the new metrics and pull-instead-of-push approach, companies such as Southwest Airlines and Ford have proven the success of incorporating these new platforms into the company culture.

If you're wondering which big brands do it best, here are 5 big brands case studies that every marketer should know:

Southwest Airlines: Personalize your brand.

Southwest Airlines has effectively used social media to highlight what makes their company unique.  From promoting a viral video of a rapping flight attendant on YouTube to informing customers of flight delays on Twitter to uploading customer photos on their blog, Southwest Airlines has developed their image into a friendly, unique, and personable brand , with which customers can build a long-lasting relationship.

Comcast: Serve your customers.

Having an issue with your television connection? Instead of listening to elevator music while on hold indefinitely, tweet about to @ comcastcares . Comcast has discovered a way to respond quickly and directly to customers, especially unhappy ones. The company uses Twitter to monitor customer feedback , reactions, and complaints, and responds within minutes to not-so-favorable posts.

Ford: Resolve emerging issues.

When Ford made an internal error that involved threatening enthusiast sites with lawsuits about copyright infringement, the enraged public quickly made the situation a big deal. The saving factor emerged when Ford’s community manager clarified the story and immediately informed the public via social media. Furthermore, as the company resolved the situation, the public was informed every step of the way, preventing further confusion and frustration .

Starbucks: Request direct feedback.

“My Starbucks Idea” is the popular coffee brand’s consumer portal where customers can submit ideas and vote/comment on other’s thoughts about improving the product(s). In a company where the “experience” compensates for the high prices, it is in Starbucks’ best interest to receive feedback directly from the customers themselves. The corresponding “ Ideas in Action Blog ” is written by Starbucks employees and discusses ideas that are being implemented while responding to other suggestions.

Sun Microsystems: Increase company transparency.

In a world where trade secrets are protected and gaffes are hidden, Jonathan Schwartz, CEO of Sun Microsystems, publishes a CEO blog that addresses company issues and discloses business advancements. By encouraging two-way communication between the head management and employees/customers, Sun Microsystems promotes a culture of transparency and honesty , in which everyone can receive visibility into the company’s actions.

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Category: Branding Case Study blogs

Date: January 18, 2024

Branding Case Studies – An Exhaustive List

Branding is the soul of a business! 

Accounts management, Traditional marketing and digital marketing , resources management, and financial stability, all contribute to the evolution of any business. However, without branding, all these will just remain as concepts. So, as you embark on your vision of starting a business, ‘branding’ comes first. 

Starting from giving a business a name, followed by a logo, a message to convey, values to deliver, to setting a vision & mission, everything comes into play. Without branding, people will never know that a business like it ever existed. 

Conveying brand values will create awareness among potential customers and help to acquire brand positioning. Ultimately, these will pull sales into the pipeline! 

Many businesses are putting a lot of effort and creativity to show off their brand’s look-and-feel on their packaging, notebooks, vehicles, t-shirts, and so on. We’ve curated such branding case studies in this post, you’ll find these as useful insights in your branding journey.     

Let’s dive right in.

01. Dooly 

Name of the Brand: Dooly

“We want to create a movement, stand for something, and be different. We are flipping enterprise software on its head. We want to be bold in our approach and build a rebellion”.

– Dooly Team

Website: dooly.ai | Case Study: Read

02. Vecteezy

Name of the Brand: Vecteezy

“This latest evolution of our brand better reflects who we are and what we do. We’re excited for this new look and everything it represents!”

– Shawn Rubel, CEO, Eezy

Website: vecteezy.com | Case Study: Read

03. ShipBob

Name of the Brand: ShipBob

“The positive feedback from our customers and prospective customers on the website was instantaneous. It was great for our team internally and the BB Agency to receive such glowing reviews, but it was the data on conversion rates that I focused on. We actually saw a 27% lift in conversion rates blended across all traffic sources”.

-Casey Armstrong, CMO at ShipBob

Website: shipbob.com | Case Study Read

04. InvoiceNxt

Name of the Brand: InvoiceNxt 

“InvoiceNxt logo features a smart dual-meaning design concept. The icon shows a monogram of I & N letters and a checkmark (✓). The Checkmark symbol visually communicates successfully fulfilled early payment requests, improved SME’s cash flow, and implementation of ESG-concepts across the supply chain”.

– Branding Team

Website: verticys.com | Case Study: Read

05. Vertobase

Name of the Brand: Vertobase

“To make a brand stand out from the competition, the goal was to create signature identity that perfectly represents Vertobase brand ideals: QUICK, INTELLIGENT, MODERN”.

Website : vertobase.com | Case Study: Read

Name of the Brand: Avasam

Website: avasam.com | Case Study: Read

07. Single Grain

Name of the Brand: Single Grain

Website: singlegrain.com  | Case Study: Read

08. LaunchDarkly

Name of the Brand: LaunchDarkly

“Through UI design, we brought the brand to life and worked to position LaunchDarkly as setting the bar for the future of modern development, including employing stylized visuals and expert visual hierarchy”.

Website: launchdarkly.com  | Case Study: Read

09. LovetheSales

Name of the Brand: LovetheSales

“The Orizon team is excellent. They put in an incredible amount of effort on our project and delivered something we’re really happy with. Would highly recommend”.

– Mark Solomon, Founder & CPO at Love the Sales

Website: lovethesales.com | Case Study: Read

10. Salesloft

Name of the Brand: Salesloft

“Undoubtedly, we were ONE TEAM on this incredible journey and it turned out better than my wildest dream!”

– Sydney Sloan, CMO, Salesloft

Website: salesloft.com | Case Study: Read

11. Short.io

Name of the Brand: Short.io

Website: short.io | Case Study: Read

12. Patriot Software

Name of the Brand: Patriot Software

“We are growing! The new brand has been amazing, truly. A fresh perspective/look has really helped in all the ways internally and externally”.

– Michael Wheeler, President, Patriot Software

Website: patriotsoftware.com | Case Study: Read

Name of the Brand: Kion

“Focus Lab has been such a valuable partner in this rebranding project. They helped us develop the right messaging, design, and assets to craft our new identity. We couldn’t be happier with the Focus team and their work for us”.

– Brian Price, CEO and co-founder, Kion

Website: kion.io | Case Study: Read

14. Reify Health

Name of the Brand: Reify Health

“Focus Lab’s capacity to translate the complexities of our mission, identity, and value prop into a beautiful, clean, and meaningful identity was simply outstanding”.

– Kent Sirpi, VP of Marketing, Reify Health

Website: reifyhealth.com | Case Study: Read

Name of the Brand: Rows

“I’ve gotten 30 to 50 personal emails from people saying how cool the new brand is and how awesome it is that we had the guts to rebrand”.

– Humberto Ayres Pereira, Founder & CEO, Rows

Website: rows.com | Case Study: Read

Name of the Brand: Asapp

“A note to say thank you as we close [on a] partnership that resulted in something as innovative as it is befitting”.

– Brad Stell, Head of Design, Asapp

Website: asapp.com | Case Study: Read

17. Real Thread

Name of the Brand: Real Thread

“The focus that you guys have on just brands is really awesome and helps the process and the experience on this side”.

– DRU DALTON, CEO, REAL THREAD

Website: realthread.com | Case Study: Read

Name of the Brand: Zello

“We are delighted with the result. The brand story and the visual identity phase have been remarkably effective”.

– Bill Moore, CEO, Zello

Website: zello.com | Case Study: Read

Name of the Brand: 15Five

“We couldn’t have done it without you, Focus Lab. You have been such an incredible partner over the past 12 months. Thank you to all of the amazing team who worked with us!”

– HOLLY KENNEDY, VP OF DESIGN, 15FIVE

Website: 15five.com | Case Study: Read

20. TRU Colors

Name of the Brand: TRU Colors

“We fight against the odds every day to change perceptions — of ourselves and with others — and create unity to build a more prosperous and peaceful life for our families and our community”.

– TRU COLORS

Website: trucolors.co | Case Study: Read

21. Keymaster Games

Name of the Brand: Keymaster Games

“The brand positioning work executed during this project was the deciding factor in a six-figure deal from Target, putting our latest game on their shelves”.

– KYLE KEY, FOUNDER, KEYMASTER GAMES

Website: keymastergames.com | Case Study: Read

22. Aptible

Name of the Brand: Aptible

“I can’t tell you how frequently it comes up from recruiting prospects, sales calls, to applicants for open positions. We stand out”.

– Skylar Anderson, VP of Design, Aptible

Website: aptible.com | Case Study: Read

23. Sendlane

Name of the Brand: Sendlane

“They’re very experienced and know what they’re doing as designers. If you listen to them, they will help elevate your brand and achieve your goals”.

– CEO at Sendlane

Website: sendlane.com | Case Study: Read

24. Haystack

Name of the Brand: Haystack

“Through collaboration, they delivered a project we are proud to call ours”.

– Product Designer, Haystack

Website: haystackteam.com | Case Study: Read

25. IMMO Capital

Name of the Brand: IMMO Capital

“In collaboration with the IMMO team we created a new content strategy that was based on competitor research and user data. With these guidelines in place we were able to focus on the website architecture and customer experience”.

– IMMO Branding Team

Website: immo.capital | Case Study: Read

Name of the Brand: Decode

“They built perfect design & web guidelines for our in-house team to follow, exactly what we needed to maintain a consistent brand on multiple channels”.

– Marko Strizic, Co-founder and CEO at Decode

Website: decode.agency | Case Study: Read

27. Iconosquare

Name of the Brand: Iconosquare

“The updated website is big step forward – combining attractive design with a seamless, immersive experience. Tweaks to the feature categories and the onboarding experience have all contributed to making the sign-up experience easier, more enjoyable and more likely to convert”.

– IconoSquare Branding Team

Website: pro.iconosquare.com |

Name of the Brand: Polco

“We explored a brand refresh for the joint company before pivoting to a more dramatic rebrand to capitalize on the exciting momentum of their newly combined strengths”.

– Polco Branding Team

Website: info.polco.us | Case Study: Read

29. Frame.io

Name of the Brand: Frame.io

“I love our new branding. Now that it’s out in the wild and we’ve started replacing it everywhere, it just feels like the brand we’ve always wanted to represent ourselves to the world”.

– Emery Wells, CEO, Frame.io

Website: frame.io | Case Study: Read

30. Serverless

Name of the Brand: Serverless

“By designing simple, powerful content dressed in the brand’s rabble-rousing uniform, we created a cogent and inciting user experience. Front-end development added dynamic shifts that helped unfurl the story of progress”.

– Serverless Branding Team

Website: serverless.com | Case Study: Read

Looking for Branding Services?

Seize and experience the transformative impact of your business with ColorWhistle’s Branding Services.

Winding Up Our Branding Case Studies

“Transfer your business values to the branding cup and serve them to your prospects, let them have delight”…

Branding actually bridges the gap between you and your customers. So, branding cannot be taken for granted. It’s a journey. After reading through these branding case studies, you would have understood how to effectively show off your branding on your packaging, postal cards, and gift boxes, anywhere & everywhere. 

Of course, be it anything, marketing, client management, resources management, or ‘branding’ leads the way! So, you cannot take branding just like that! Your brand needs a face for the world to see, and our smart & creative branding professionals at ColorWhistle can assist you through the way. Whether it’s marketing, client management, resources management, or the crucial aspect of ‘branding,’ our team understands the significance. Elevate your brand presence with our expertise in social media design services . You can reach us via message or call us at +1 (210) 787 3600 (or) +91 (944).278.9110 . Let’s together sculpt your brand identity! 🙂

In quest of the Perfect Branding Buddy?

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In the 20th century, as the bargaining power shifted from manufacturers to retailers, one thing remained constant throughout: importance of brands and branding. Supported by rising disposable incomes of middle class families and the desire of individuals to exude a particular identity, brands proliferated in the marketplace from the 1950s. This phenomenon was carried into the 21st century, as companies used branding as the primary tool to combat the dilemma of product commoditisation. Strong brands do represent an opportunity for companies to charge a premium price and add to the bottom-line. But with an ever-increasing number of brands out to grab customer attention, the difficulty of building strong brands has escalated and at the same time the effectiveness of traditional branding efforts has nose-dived. Today, innovative and customised branding efforts have become the name of the game.

Case Studies on Brand Management showcases the branding efforts undertaken by some of the world�s most renowned companies, which are or have been market leaders or strong competitors in their respective industries. A number of core branding concepts like corporate and product brands, local and global branding, and internal and external branding strategies are meticulously highlighted. This book attempts to dissolve the boundaries between theoretical concepts and the business world, by showcasing real world business dilemmas, challenges and successes.

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Should there be a cap on the number of brands a celebrity endorses, why rename states, cities, airports, buildings and streets, why do people buy/prefer iphones, case view with bidisha nagaraj - schneider electric’s b2b branding: ‘life is on’ for a ‘brand business’.

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Managing Brand Equity in the Digital Age: Croma’s Omni-Channel Retailing

Bajaj v: ‘heroic’ bike and unheroic choices of marketing, aamir khan's ‘intolerance’ comments: limits to celebrity endorsers’ personal freedom.

Successful and Significant: The Brand Journey of “Jagan Institute of Management Studies”*

Baahubali: the beginning – digital marketing strategies, brand attractiveness in packaged tea industry: local, national and global brand*.

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Top 40 Most Popular Case Studies of 2021

Two cases about Hertz claimed top spots in 2021's Top 40 Most Popular Case Studies

Two cases on the uses of debt and equity at Hertz claimed top spots in the CRDT’s (Case Research and Development Team) 2021 top 40 review of cases.

Hertz (A) took the top spot. The case details the financial structure of the rental car company through the end of 2019. Hertz (B), which ranked third in CRDT’s list, describes the company’s struggles during the early part of the COVID pandemic and its eventual need to enter Chapter 11 bankruptcy. 

The success of the Hertz cases was unprecedented for the top 40 list. Usually, cases take a number of years to gain popularity, but the Hertz cases claimed top spots in their first year of release. Hertz (A) also became the first ‘cooked’ case to top the annual review, as all of the other winners had been web-based ‘raw’ cases.

Besides introducing students to the complicated financing required to maintain an enormous fleet of cars, the Hertz cases also expanded the diversity of case protagonists. Kathyrn Marinello was the CEO of Hertz during this period and the CFO, Jamere Jackson is black.

Sandwiched between the two Hertz cases, Coffee 2016, a perennial best seller, finished second. “Glory, Glory, Man United!” a case about an English football team’s IPO made a surprise move to number four.  Cases on search fund boards, the future of malls,  Norway’s Sovereign Wealth fund, Prodigy Finance, the Mayo Clinic, and Cadbury rounded out the top ten.

Other year-end data for 2021 showed:

• Online “raw” case usage remained steady as compared to 2020 with over 35K users from 170 countries and all 50 U.S. states interacting with 196 cases.
• Fifty four percent of raw case users came from outside the U.S..
• The Yale School of Management (SOM) case study directory pages received over 160K page views from 177 countries with approximately a third originating in India followed by the U.S. and the Philippines.
• Twenty-six of the cases in the list are raw cases.
• A third of the cases feature a woman protagonist.
• Orders for Yale SOM case studies increased by almost 50% compared to 2020.
• The top 40 cases were supervised by 19 different Yale SOM faculty members, several supervising multiple cases.

CRDT compiled the Top 40 list by combining data from its case store, Google Analytics, and other measures of interest and adoption.

All of this year’s Top 40 cases are available for purchase from the Yale Management Media store .

And the Top 40 cases studies of 2021 are:

1.   Hertz Global Holdings (A): Uses of Debt and Equity

2.   Coffee 2016

3.   Hertz Global Holdings (B): Uses of Debt and Equity 2020

4.   Glory, Glory Man United!

5.   Search Fund Company Boards: How CEOs Can Build Boards to Help Them Thrive

6.   The Future of Malls: Was Decline Inevitable?

7.   Strategy for Norway's Pension Fund Global

8.   Prodigy Finance

9.   Design at Mayo

10. Cadbury

11. City Hospital Emergency Room

13. Volkswagen

14. Marina Bay Sands

15. Shake Shack IPO

16. Mastercard

17. Netflix

18. Ant Financial

19. AXA: Creating the New CR Metrics

20. IBM Corporate Service Corps

21. Business Leadership in South Africa's 1994 Reforms

22. Alternative Meat Industry

23. Children's Premier

24. Khalil Tawil and Umi (A)

25. Palm Oil 2016

26. Teach For All: Designing a Global Network

27. What's Next? Search Fund Entrepreneurs Reflect on Life After Exit

28. Searching for a Search Fund Structure: A Student Takes a Tour of Various Options

30. Project Sammaan

31. Commonfund ESG

32. Polaroid

33. Connecticut Green Bank 2018: After the Raid

34. FieldFresh Foods

35. The Alibaba Group

36. 360 State Street: Real Options

37. Herman Miller

38. AgBiome

39. Nathan Cummings Foundation

40. Toyota 2010