Hennessy to Henny: Brand Hijacking

Detta är en Magister-uppsats från Lunds universitet/Företagsekonomiska institutionen

Författare: Moboluwarin Owoturo; Ida Xing Fredmark; Dimitra Papangeli; [2024]

Nyckelord: Hennessy; brand heritage; luxury brand; brand positioning; luxury positioning; brand associations; hip hop; 2Pac; USA; cognac; LVMH; Business and Economics;

Sammanfattning: This master case study delves into Hennessy's strategic efforts to dissociate itself from associations with the US hip hop community during the 1990s to the early 2000s in order to reclaim control over their brand. Authored by three master's students, the case study teaching notes provides insights of how students can solve the case of Hennessy's branding challenges and learn from the the innovative strategies Hennessy employed to overcome them.

  HÄR KAN DU HÄMTA UPPSATSEN I FULLTEXT. (följ länken till nästa sida)