Abstract

The case discusses Nestle’s brand management strategies in detail. Nestle’s brand portfolio consisted of worldwide corporate strategic brands, strategic worldwide product brands, regional strategic brands and local brands. The case also explains how Nestle was successful in developing Kit Kat from a multi-local brand to a European brand and finally a global brand.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Global and local brand management strategies of a large company.

Keywords

Nestle, brand management, strategies, brand portfolio, worldwide, corporate strategic brands, strategic worldwide product brands, regional strategic brands, local brands, Kit Kat, multi-local brand, European brand , global brand