The Brand Hopper

A targeted effort that supported the 2001 launch of AstraZeneca’s gastroesophageal reflux disease (GERD) treatment Nexium (esomeprazole) struck a fine balance in building brand equity while encouraging appropriate use of the new medication. Nexium succeeded Prilosec (omeprazole), the long-time market-leading proton pump inhibitor (PPI) that achieved US sales of $3.7 billion in 2001. Research showed […]

In 1921, Washburn Crosby Company, makers of Gold Medal flour, launched a picture puzzle contest. The contest was a huge success—the company received 30,000 entries—and several hundred contestants sent along requests for recipes and advice about baking. To handle those requests, the company decided to create a spokesperson. Managers chose the name Betty Crocker because […]

A brand with a keen sense of what it represents to consumers is Nike. Nike has a rich set of associations with consumers, revolving around such considerations as its innovative product designs, its sponsorships of top athletes, its award-winning advertising, its competitive drive, and its irreverent attitude. Internally, Nike marketers adopted a three-word brand mantra […]

One of the classic marketing mistakes occurred in April 1985 when Coca-Cola replaced its flagship cola brand with a new formula. The motivation behind the change was primarily a competitive one. Pepsi-Cola’s “Pepsi Challenge” promotion had posed a strong challenge to Coke’s supremacy over the cola market. Starting initially just in Texas, the promotion involved […]

In 1986, Levi Strauss & Company found that the best way to stay true blue to its customers was to change its colors. Riding high on the results of a recent “back to basis” campaign with its flagship 501 brand, Levi’s was enjoying reinvigorated jeans sales. But the good news was followed by bad. Research […]

Old Spice has been a long standing global brand of cosmetics for men. Their range includes after-shave lotion, lather shaving cream, talcum powder, shampoos and hair cream. In India the first and most successful product launched was after-shave lotion. In the year 1986, the market share of Old Spice products in India was as follows: […]

Sosyo, a brand of Surat-based Hajoori & Sons presents an interesting example of comeback. Sosyo enjoyed customers in a niche market who liked its unique fruity taste. The brand was mainly limited to Western India with its presence in Gujarat and Maharashtra. Its presence, over five decades, made Sosyo the preferred brand by certain sections […]

Karson Bhai Patel introduced Nirma washing powder in 1969 as a sole product. This product created its own niche of economy value for money washing powders. The company extended its detergent and soaps line to both as a launching offensive and a defensive moves: In 1987, Nirma detergent cake was introduced in the territory that […]

Wills was in the cigarettes business for over three decades. It was one of the hottest selling cigarette brands in India from the ITC stables. The ‘Made for Each Other’ line had been so closely tied to the brand that it gave the brand very high recall. In terms of visuals, Wills conjured up images […]