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Building the Johnnie Walker brand

Author: Chattopadhyay, Amitava INSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 2006.Language: EnglishDescription: 31 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: The debate of whether to be global or local has been an important strategic issue for the past two decades. The case describes Johnnie Walker's efforts to move from a multi-local to a global brand. It makes the broad point that global branding is a strategic business decision that not only involves standardization of marketing activities across markets, but more importantly, requires significant internal changes in structure and process, to be successful. The case presents consumer data confronting Johnnie Walker and asks the question: What should Johnnie Walker's global positioning be? Pedagogical Objectives: The case is best utilized with executive audiences or with advanced MBA students. It is intended to provide a platform for discussing the issues around developing a global brand in an organization that currently has a multi-local strategy with powerful local chieftains. It allows for a discussion of: 1. the pros and cons of a global vs. a multi-local strategy 2. potential triggers for change, and 3. the importance of and the elements of internal realignment that is imperative for such a move to succeed. The case provides data and raises the question of what J.W.'s global positioning should be? Thus, it also allows for a discussion of brand identity and positioning. Finally, this case also enables a show casing of a systematic approach or process for brand positioning.
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INSEAD Case Asia Campus
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Print Consultation only BC007708
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Print Consultation only BC007707
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Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>

The case is best utilized with executive audiences or with advanced MBA students. It is intended to provide a platform for discussing the issues around developing a global brand in an organization that currently has a multi-local strategy with powerful local chieftains. It allows for a discussion of:
1. the pros and cons of a global vs. a multi-local strategy
2. potential triggers for change, and
3. the importance of and the elements of internal realignment that is imperative for such a move to succeed.
The case provides data and raises the question of what J.W.'s global positioning should be? Thus, it also allows for a discussion of brand identity and positioning. Finally, this case also enables a show casing of a systematic approach or process for brand positioning.

The debate of whether to be global or local has been an important strategic issue for the past two decades. The case describes Johnnie Walker's efforts to move from a multi-local to a global brand. It makes the broad point that global branding is a strategic business decision that not only involves standardization of marketing activities across markets, but more importantly, requires significant internal changes in structure and process, to be successful. The case presents consumer data confronting Johnnie Walker and asks the question: What should Johnnie Walker's global positioning be?

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