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Keep: Commercializing China’s Mobile Fitness Unicorn
Xiaojun Fan; Xin LiCase IVEY-W25559-EMarketing, StrategyRecent years had witnessed the social phenomenon of the rise of Internet brands. Looking at Internet fitness unicorn brand Keep’s brand commercialization process, Keep demonstrated the path of creation, product adjustment and upgrade, and brand extension logic of Internet app brands. Keep started as a single-tool app providing exercise content and data records, and gradually developed into a one-stop fitness and exercise platform by actively adju...Starting at €8.20
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Tea Leaf Trust: Providing More Than Education
Sheri LambertCase IVEY-W31149-EMarketing, StrategyTea Leaf Trust (TLT), a non-profit vocational training centre, worked to develop young students into emotionally resilient change agents within their Sri Lankan communities. TLT was proud that it equipped its students with the tools necessary to transform their surroundings in positive ways by dealing with the social issues they faced. Now, fourteen years since the company’s founding, Yadharshi Selvaraj, TLT’s co-lead, was assessing the advantage...Starting at €8.20
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CSL: Rebranding “The Biggest Company No One’s Ever Heard Of"
Bertrand Guillotin; Sheri Lambert; Phoebe DickinsonCase IVEY-W34093-EDecision Analysis, MarketingIn October 2021, the head of digital communications and branding at the Australian biopharmaceutical conglomerate CSL Limited (CSL), was tasked with a strategic rebranding exercise. By August 2022, he and other stakeholders felt a sense of pride and satisfaction at how quickly the rebranding initiatives had been completed. CSL felt that it had achieved the desired brand associations and met its targeted brand net promoter score performance. Looki...Starting at €8.20
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Global Wine War 2009: New World versus Old, Teaching Note
Bartlett, Christopher A.Teaching Note HBS-910412-EMarketingTeaching Note for [910405].Starting at €0.00
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Dhamani Jewels: Becoming a Global Luxury Brand, Teaching Plan
Applegate, Lynda M.Teaching Note HBS-817094-EMarketingTeaching plan for case 815087.Starting at €0.00