Building the Johnnie Walker Brand

Satisfactory Essays
|Building the Johnnie Walker Brand |
|Amitava CHATTOPADHYAY, Nina Paalova |
|INSEAD Case Study: Building the Johnnie Walker Brand |
|Copyright: 2006 INSEAD |
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|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

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