Jiaduobao: Transferring Brand Associations from Wang Laoji Harvard Case Solution & Analysis

Jiaduobao: Transferring Brand Associations from Wang Laoji Case Solution

This is just an excerpt. This case is about SALES & MARKETING

PUBLICATION DATE: September 15, 2016

With an abundant history extending back to the 19th century, Wang Laoji organic tea was among the most popular drinks in China. The tea was offered in a green-box variation by Wang Laoji and a red-can variation certified to Jiaduobao Beverage Co. Ltd. (Jiaduobao Beverage), however in 2012 the right to utilize the Wang Laoji name was lost by Jiaduobao Beverage following a legal conflict. Jiaduobao Cocktail had to rapidly move brand associations from Wang Laoji to its own company and keep customer commitment. Did Jiaduobao Beverage improve its brand equity through moving Wang Laoji's brand associations? Exactly what could Wang Laoji do to resist its loss of brand equity?

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