Lighter scotches like Cutty Sark and J&B Rare started to eat into the brand's market share in the 1960s. To reverse the sales slump, Edgar Bronfman persuaded his father that a…
When a brand wants to reposition itself in the market, it may do so by making deliberate changes to the packaging's look and function to reflect its new image, target demographic,…
Confectionery is a smorgasbord of many different shapes, sizes, colours, and flavours. While it gives a lot of variety to the customers, it is confusing too, and they are all vyin…
In the book Different: Escaping the Competitive Herd, Professor at Harvard University Youngme Moon claims that "companies that play hard to get" are hostile brands. Brands that ar…