Fortune Heart Healthy Oil: When A Strong Brand Strategy Hits A Cardiac Roadblock!
Deepa Unnithan, Girish Subramonia Pathy, Hareesh Ramanathan
Informasi Umum
Kode
24.10.462
Klasifikasi
658.401 2 - STRATEGIC MANAGEMENT
Jenis
Case Studies
Subjek
Strategic Management
No. Rak
Dilihat
170 kali
Informasi Lainnya
Abstraksi
The case explains the strategic challenge the brand faces in ambassador marketing due to the uncontrollable personal crisis of the celebrity. Brand ambassador is an integral element of the brand persona and is appointed to boost the brand’s unique proposition and sales. The selection of the brand ambassador is a strategic decision with direct implication on the brand equity. A strong celebrity–brand congruence is ideal to establish credibility, but it can backfire if anything negative occurs on either side. This case evaluates the crisis faced by Fortune oil which has been positioned as “the heart healthy oil” when its celebrity ambassador suffers heart attack. In the backdrop of the case, the students can analyse brand strategies with respect to ambassador marketing, TEARS model with No TEARS approach for endorser selection and endorser-related credibility risk management.
Koleksi & Sirkulasi
Tersedia 1 dari total 1 Koleksi
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Pengarang
| Nama | Deepa Unnithan, Girish Subramonia Pathy, Hareesh Ramanathan |
| Jenis | Perorangan |
| Penyunting | |
| Penerjemah |
Penerbit
| Nama | Emerald |
| Kota | New York |
| Tahun | 2024 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
