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Developing a Superior Brand Essence Statement
Whitler, Kimberly A.Technical Note DARDEN-M-0892-EMarketingBrands make promises to consumers, but where do these promises come from? How do brand teams decide what promise to make? This is where the brand essence statement (BES) comes in. It is a document, picture, video, or some other communication vehicle that captures, usually in words and visuals, the intrinsic nature and indispensable quality that makes the brand unique, compelling, and meaningful to the target. Importantly, the BES goes far beyon...Starting at €8.20
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Assessing and Improving Digital Ability: Procter & Gamble's Approach to Raising Brands' Digital Competency
Whitler, Kimberly A.; Wilder, F. D.Technical Note DARDEN-M-1035-EMarketingThis technical note follows F. D. Wilder, who is being tasked with driving the Procter and Gamble's digital transformation effort. The cornerstone of the transformation would be “assessing and improving the digital capability of the firm.” He decides to develop an assessment tool that would enable P&G’s brand leaders to assess “digital ability” and then work with their bosses to create learning plans to address ability gaps.Starting at €8.20
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Positioning Carly Fiorina in 2016: The Citizen Leader
Whitler, Kimberly A.; Yemen, GerryCase DARDEN-M-0896-EMarketingThe material in this case can be used to determine brand positioning and brand essence statements in the context of presidential campaigns. The case presents the 2016 nominating process where 18 major contenders were vying to be the Republican Party’s presidential candidate. The challenge is focused on Carly Fiorina who was largely unknown and faced obstacles that more familiar candidates did not. To make it to the finish line, she would need to ...Starting at €8.20
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Coke Puts Its Brand between a Rock and a Hard Place: Aligning Activism with Brand Purpose
Whitler, Kimberly A.; Wooten, David; Nolan, LiamCase DARDEN-M-1019-EMarketingThis case presents The Coca-Cola Company’s (Coke’s) involvement in the controversial Georgia voting bills. It can be used to explore brand purpose and activation of purpose through activism. Presenting a chronology of Coke’s statements as the firm responded to consumer and organizational actions, the case enables students to explore the challenges associated with the following: 1) aligning activism with brand purpose, 2) engaging in activism in a...Starting at €8.20
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Developing a Marketing Technology Blueprint
Whitler, Kimberly A.; Vaughan, Scott A.Technical Note DARDEN-M-0906-EMarketingThis note introduces the concept of a marketing technology blueprint (MarTech Blueprint), instructs students how to create one, and gives real-world examples of how a MarTech Blueprint might be used.Starting at €8.20
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Pause and Refresh: Rethinking Coca-Cola's Response to the Georgia Voting Reform Law
Whitler, Kimberly A.; Soltis, SteveExercise DARDEN-M-1020-EMarketingThis exercise is designed to give students an opportunity to develop a communications plan and press statement for The Coca-Cola Company (Coke) as it attempts to navigate the 2021 Georgia voting law controversy. Specifically, it asks students to assume the role of chief marketing and communications officer (CMCO) at Coke and recommend a communications plan, including a press statement, to fulfill their role as CMCO while living up to the brand’s ...Starting at €8.20
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Employer Branding: What It Is and Why It Matters
Whitler, Kimberly A.; Young, SarahTechnical Note DARDEN-M-1003-EMarketingThis technical note outlines what an employer brand is, how it relates to a consumer brand, and why it matters. It allows students to be able to put their knowledge to the test by evaluating the attribute ratings among seven different top employer brands. Finally, they will have a better understanding of how to assess, build, and enhance a company’s employer brand.Starting at €8.20
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Exercise: Creating a Model of Consumer Behavior
Whitler, Kimberly A.; Hammerle, JudeExercise DARDEN-M-0893-EMarketingConverting myriad data into a simple, visual conceptual model is the basis for developing the ability to communicate consumer marketing insights up, down, and across the organization. This enables the marketer to persuade others of his or her analysis and helps with alignment of the broader organization. And while throughout the MBA program, students have been exposed to various models, once students graduate and enter the workforce, they will be...Starting at €8.20
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Brand Measurement Methods
Whitler, Kimberly A.; Regan, EllenTechnical Note DARDEN-M-0920-EMarketingWhile the importance of developing a superior brand is a common goal across firms, a key challenge marketers face is the measurement of a brand. What does it mean to measure a brand? It is about the worth of the brand? Is it about the target consumer’s perception? Or is it about how well known the brand is? The purpose of this tech note is to: (1) create a conceptual model framing the ways in which brands can be measured, (2) describe the key mea...Starting at €8.20
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Developing a Superior Strategic Marketing Plan
Whitler, Kimberly A.Technical Note DARDEN-M-0890-EMarketingWhile both management and marketing courses detail the importance of having a strategy, there is a dearth of tools available that can help students understand how to create a strategic plan-as well as some of the attributes that make for stronger strategic plans. This technical note describes a tool that can be used to construct a strategic marketing plan. The note helps walk students through the process of constructing a strategic marketing plan...Starting at €8.20