El Caserío: Brand Arquitecture
A historical view of the brands acquired by Kraft in Spain, especially El Caserío. The company faces competitors who have established much more coherent brand architectures, with more potential for expansion and profit. The decisions they take for the current brands will define their future.
Collection: IESE (España)
Ref: M-1189-E
Format: PDF
Number of pages: 30
Publication Date: Dec 7, 2005
Language: English, Spanish
Description
A historical view of the brands acquired by Kraft in Spain, especially El Caserío. The company faces competitors who have established much more coherent brand architectures, with more potential for expansion and profit. The decisions they take for the current brands will define their future.
Read more
Year: 2003
Geographic Setting: España
Learning Objective
To understand the different ways of organizing brands within a company, and the criteria for taking brand architecture decisions. The discussion moves from the current situation and future possibilities for the El Caserío brand to a more general level of what to do with other brands in the portfolio, and how to defend a local brand with limited potential for internationalization; global versus local interests.
Leave your rating
"El Caserío: Brand Arquitecture"
Register for free with IESE Publishing and enjoy all the advantages
What type of account do you want to create?
Choose account type
Professors
Academic Institutions
Companies
Individuals