Building the Johnnie Walker Brand

Topics: Diageo, Brand, Johnnie Walker Pages: 2 (476 words) Published: February 5, 2012
|Building the Johnnie Walker Brand | |Amitava CHATTOPADHYAY, Nina Paalova | |INSEAD Case Study: Building the Johnnie Walker Brand | |Copyright: 2006 INSEAD | |  | | | | | |  | | | | | |This case focuses on the global strategy and the radical steps required to reverse the declining trend in sales experienced by | |Johnnie Walker, the flagship brand in Diageo's portfolio (which included Guinness, J&B, Smirnoff and Tanqueray), and restore its| |former prestige. Research associate Nina Paavola under the supervision of Amitava Chattopadhyay, the L'Oréal Chaired Professor | |of Marketing-Innovation and Creativity at INSEAD, reviews the history of the brand from its creation in 1820, and describes the | |factors contributing to its decline: the Asian crisis, new trends in alcohol consumption, competition from new spirits, and | |changes in men's lifestyles and...
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