Category Archives: Brand Identity

Brand Identity

by | March 22, 2013

Case Study on Corporate Image Building Strategy

Case Study about Corporate Image Building Strategy

Introduction: The University of Education, Winneba (UEW) was established in 1992 as a university college. Seven specialized diploma awarding institutions were put together to form the University College of Education of Winneba. UEW was mandated to provide higher education and foster a systematic advancement of science and art of teacher education, train tutors for the Colleges of Education and other tertiary institutions, provide teachers with professional competence for teaching in pre-tertiary institutions and the non-formal sector.



Case Study on Corporate Image

The university was also to foster links between school and community in order to ensure the holistic training of teachers. UEW pursued this mandate for twelve years under the academic supervision of the University of Cape Coast. In 2004, by the Act of the Parliament of Ghana, University of Education, Winneba Law, Act 672, the Government of Ghana, through the Ministry of Education granted autonomy to the university giving it the authority to design and supervise its own academic programs in pursuance of its mission

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by | January 18, 2013

A Case Study on the Siyaram Celebrity Endorsement

Introduction: Siyaram Finance, its subsidiary, was into the financial services business. Siyaram manufactured and marketed textiles, cotton, woollen synthetics and synthetic blends – the main product being polyester blended worsted2 fabrics. In July 1993, Siyaram came out with a Rs 153 million rights issue to part-finance a Rs 165 million expansion-cum-modernization project. While the family held 23% of the Rs 51 million equity, foreign collaborators, FIs and the public held 26%, 22% and 8% respectively. Siyaram had a strong presence in the lower and medium segment of the domestic suitings market. Click here to read more Siyaram…



A Case Study on the Siyaram Celebrity Endorsement

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by | December 14, 2012

Case Study for Green Monkey

Naming the brand – The goal was mainstream adoption, so we decided the name had to be in English. From a series of questionnaires sent to 50+ people about their associations with yoga and to test names, we chose Green Monkey. It came from creative word combining. From our research, we knew that Green is the color and Monkey is the animal most associated with yoga. It was unique and clever, but it had several qualities that made it the winner:…
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Case Study for Green Monkey


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by | November 29, 2012

Case Study for Brand Identity

Britannia has re-launched its popular glucose and cream biscuit brand Tiger, with a new look and proposition. The biscuit brand now comes with a promise of being a growth nutrients provider. It sports a new brand identity and packaging, conceptualised and designed by Elephant Design.



Case Study for Brand Identity


“When redesigning a large popular brand like Tiger, one has to layer the packaging communication in a way that announces the new story delightfully, and yet does not alienate existing consumers”

- Ashwini Deshpande, Founder-Director, Elephant.



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by | November 16, 2012

A Case Study on Raindrops Basmati Rice

This case study describes how Raindrops Basmati Rice made its fans turn into artists during a nine-day long contest. Read more on Raindrops Basmati Rice

A Case Study on Raindrops Basmati Rice

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by | October 17, 2012

Roots Canada Case Study

Established in 1973, Roots is Canada’s leading lifestyle brand and is known around the world for its quality leather goods, active athletic wear, yoga wear, accessories and home furnishings. Starting with a tiny store in Toronto, Roots now has more than 120 retail locations in Canada and the United States and more than 40 in Asia. In addition, Roots has a state-of-the-art leather goods factory and design centre in Toronto. Click here to read more…

Case Study on Roots Canada

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by | October 10, 2012

Case Study on Victoria’s Secret

In January 1999, Victoria’s Secret aired its first-ever Super Bowl commercial, announcing a live Webcast of its Spring Fashion Show. The ad generated millions of hits on www.VictoriasSecret.com within minutes, and the live Webcast drew a record-breaking 1.5 million visitors worldwide. Success on this scale posed significant technical challenges, and many potential customers were unable to participate due to the site’s inability to support the traffic bursts. Click here to read more…

Case Study on Victoria's Secret

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by | October 4, 2012

Avon Products Case Study

“When the history of this organization is written,” noted James E. Preston, chairman and chief executive officer of Avon Products, Inc., in February, 1993, “a meeting last June in Florida of 60 managers from around the world may turn out to have been a watershed event. Our four days of brainstorming, debate and discussion brought to an end two years of research and examination of our basic businesses, and launched us on a new way of thinking about and managing those businesses.”

Avon Products Case Study

Preston was excited about the new direction taking shape at Avon. The past several years had been difficult for the organization. Hostile takeover attempts plagued the firm during the 1980s. Avon sales volume in the United States and international markets showed little or no growth. Profit margins on many products declined due to price discounting by competitors. Turnover rates of sales representatives had increased. Click here to read more…

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by | October 3, 2012

American Eagle Outfitters Case Study

American Eagle Outfitters (AE) opened its first store in 1977. The growing chain operates more than 1,000 stores in 50 US states, Puerto Rico, and Canada. It is a publically traded company and employs more than 30,000 individuals with positions ranging from factory workers and sales ssociates to corporate employees.

American Eagle Outfitters Case Study

AE was having difficulty managing their benefits plans and employee communications due to their large and geographically diverse employee base. In addition, the company had multiple benefits plans to accommodate a variety of job types. AE’s human resources department wanted to a way to better utilize their time.

In addition, they needed to find a solution that would improve their employees’ understanding of the many benefits options at their disposal. They determined they needed a centralized, user-friendly application that would streamline their communications and help HR cut back on the time they were spending on administrative tasks and fielding calls, e-mails and questions from employees. Click here to read more…

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by | October 2, 2012

Case study: Managing Brand extensions of Gucci

Companies with strong global brands such as Coca Cola, IBM, Samsung, Nokia, Sony, and many others have greater potential brand extensions thus strengthening their global market position and boosting existing brand value (Keller, 2008). Branding is an important component in firms geared towards international markets. Until recently, most firms across the globe except United States had no established strategies for building strong brands. Firms seeking to internationalize their operations and products did so through piecemeal acquisition of enterprises in different nations or entering into alliances across their national borders (Aaker, 2001).

Managing Brand extensions

Previous studies on branding either in local or global markets focused on value or equity linked to the brand name and the factors that underlying their value creation (Kapferer, 1997; Keller, 1998). In recent times, much attention has shifted towards analysis of firms’ value as embodied in their brand and equity and other products resulting of value dilution (Keller, 2008). This interest may have been driven by the ever-growing market value and power related to brand strength due to limited costs in successful launching of new brands. The interest of international market is at present mostly centered about international branding in discussion of benefits and merits of building successful global brands (Basil & Herr, 2006). Click here to read more…

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