El Caserío: Brand Arquitecture

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.

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.

Keywords

Advertising Brands Consumption Internationalization Market segmentation Marketing strategy