Abstract

Diesel, a high-fashion clothing company, was known for its ‘underground way’ of connecting with its customers. The caselet gives an overview of what the company stood for in the minds of consumers. The caselet also provides an example of how a company’s culture is projected during its positioning. The caselet ends with the challenges Diesel faced in maintaining its rebellious image.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• How a company’s culture influences the positioning strategy of the company. The ways in which a company uses rhetoric as an effective promotional tool. Challenges faced by an organization to maintain similar brand attributes through its life cycle

Keywords

Diesel, EuroAid Festival, Mainstream media, Karl Lagerfeld, Fashion icons, Renzo Rosso, Businessweek, Rebel lifestyle, Ralph Lauren and Calvin Klein