Brand strategy

September 2005

Red Bull: The anti-brand brand

By Nader Tavassoli, Nirmalya Kumar, Sophie Linguri

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing tactics, decentralised distribution and sponsorship of extreme sports and pop culture ev...

September 2021

Treeapp: Plant a tree for free, every day

By Ioannis Ioannou

The case describes the launch in the UK and Ireland in April 2020 of the mobile app Treeapp, intended to help combat the effects of climate change by enabling users to plant trees for free. The app is funded by Treeapp’s brand partners, who pay £1 to Treeapp every time a user watches an advert on...

January 2021

Pharma UK: The Transdermal Technology – Compact Case

By Julian Birkinshaw

Pharma UK was the UK subsidiary of Pharma, a major international pharmaceuticals company with expertise in oncology, hormone replacement drugs and fertility. Pharma UK was responsible for selling drugs in the local marketplace. However, it also had 50 people in R&D, doing local development work ...

October 2020

Brand Value and Valuation – Technical Note

By Nader Tavassoli

Brand valuation is the process of estimating the financial value of a brand. The valuation of brands as intangible assets emerged in the 1980s, when brands were first capitalized on post-M&A balance sheets. Brands are also valued for non-reporting purposes...

June 2020

Zensar Technologies

By Julian Birkinshaw, Tanvi Deshpande

The case study describes the digital transformation of Zensar Technologies Ltd. under CEO Sandeep Kishore. Zensar was a mid-tier IT services company based in Pune, India; profitable and successful but without any obvious differentiating features and with relatively weak growth. On his arrival in 20...

October 2013

Nokia Siemens Networks: Branding a Global Merger from the Inside Out

By Simona Botti, Nader Tavassoli, Gudrun Herrmann

A handful of global players dominated the telecommunications infrastructure industry in 2007. The benefits to scale were significant: substantial funding requirements were necessary to sustain continuous innovation and development of networks, products and services; key customers themselves were glo...

January 2019

Brand Valuation: What, How and Why?

By Nader Tavassoli

As Chief Marketing Officer of a privately held Swiss luxury goods company, Lena Müller was tasked with valuing the company’s brand, whose products traded under the same name as the company itself. The reason her CEO gave for the valuation exercise was to better understand “this strange animal c...

October 2019

Ferrari: Strategy in Transition

By Stefano Turconi

Set in January 2018, the case presents the situation facing Ferrari Chairman and CEO Sergio Marchionne as he considers the future of the septuagenarian racing and luxury performance car company. During his tenure, Marchionne steered Ferrari onto a trajectory of sustained profitable growth. He split ...

May 2014

Vodafone Turkey (C)

By A. Gokhan Ay, Michael Jacobides, Tom Albrighton

Vittorio Colao was appointed Chief Executive of Vodafone Group plc on 29 July 2008. Given the ongoing economic tumult, one of his first acts as CEO was to stress that the company had to “batten down the hatches” to survive. The days of multi-billion pound deals were over, he added.Vittorio inher...

April 2014

Vodafone Turkey (B)

By A. Gokhan Ay, Michael Jacobides, Tom Albrighton

Vittorio Colao was appointed Chief Executive of Vodafone Group plc on 29 July 2008. Given the ongoing economic tumult, one of his first acts as CEO was to stress that the company had to “batten down the hatches” to survive. The days of multi-billion pound deals were over, he added.Vittorio inher...