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Jiaduobao: Transferring Brand Associations from Wang Laoji
Yuping Du; Meng Wu; Randall O. ChangCase IVEY-9B16A042-EEntrepreneurship, Marketing, StrategyWith a rich history stretching back to the 19th century, Wang Laoji herbal tea was one of the most popular drinks in China. The tea was sold in a green-box version by Wang Laoji and a red-can version licensed to Jiaduobao Beverage Co. Ltd. (Jiaduobao Beverage), but in 2012 the right to use the Wang Laoji name was lost by Jiaduobao Beverage following a legal dispute. Jiaduobao Beverage had to quickly transfer brand associations from Wang Laoji to ...Starting at €8.20