個案資料
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Crown Distilleries: Multi-brand Extension
內容大綱
The chief marketing manager of Crown Distilleries (Crown) in Raipur, the capital city of the Indian state of Chhattisgarh, faced cumbersome brand-building activities and maintenance of its brand equity. Competitors began taking market share from Crown’s well-established brand. Crown added new brands to its portfolio in response to its competitors’ activities. Would it be fruitful for the company to opt for an umbrella brand in a particular segment or continue to add new names to its product portfolio? How would the company develop an action plan to beat competitors, choose a brand name for its new product, and build strong brand equity?
學習目標
The case can be discussed in the elementary courses of marketing management for MBA/executive programs and also in marketing elective courses in brand management and integrated marketing communications. The objectives include the following:<ul><li>Identify different brand naming, selection, and extension strategies.</li><li>Explore links among the different dimensions of the customer-based brand equity model.</li><li>Discuss the four basic steps of building a strong brand and the brand identity prism.</li><li>Help students understand the customer-based brand equity model and its six building blocks.</li><li>Help students understand decision-making issues related to building brand equity through surrogate promotions and brand name selection processes.</li></ul>