Case Studies in Brand Management Vol. II

Apple iPod’s Promotional and Positioning Strategies

Arvind Brands’ Competitive Position in the Indian Branded Apparel Market

Body Shop Brand: Repositioning to Target the ‘Masstige’ Segment and Impact of its Acquisition by L’Oréal

Haagen-Dazs: Repositioning a Cult Brand

Hello Kitty’: A Japanese Superbrand

Multi-Branding Strategy of Videocon Industries in the Consumer Durables Sector

Red Bull’s Innovative Marketing-Transforming a Humdrum Product into a Happening Brand

Repositioning Dabur

Snapple’s Marketing - An Unconventional Brand’s Claim to Fame

Tata Indica V2 Xeta: Competing in the Indian Small Car Market

The loveLife Brand (A): Initiating a Behavior Change in South African Youth to Prevent HIV

Tourism Malaysia: Creating ‘Brand Malaysia’

Volkswagen’s Iroc Concept: Reviving the Scirocco to Target A Niche Market

What’s in a Name? Lessons from Three Rebranding Exercises in India