Kalashnikov: Whats in a Name (B) Harvard Case Solution & Analysis

What can you do with the brand? How can you extend it? What if the brand is associated with a weapon? (A) case history describes the mission in Krasnovski Igor. Krasnovski grandfather was Mikhail Kalashnikov, designer of the AK-47 assault rifle. He arrived in the general management program (GMP) in the IEDC-Bled School Management in Bled, Slovenia, to learn more about the business, and in particular marketing. He wanted to work on a strategy for a new line of everyday products, which will become a global brand and have the name of his grandfather. The material describes the brand, which already exists, and the problem of students to think about the brand essence of the brand, product associations, as well as to consider the products or services to the Kalashnikov.

File Excel, containing two rounds of market research, including European and American data, provide students with a sample of association Kalashnikov name. (B) case shows that six months after the launch of the vodka brand, named after Kalashnikov, some in the industry claimed sprits, the name was closely linked to the bloodshed and a black list of Kalashnikov vodka. While high-profile publicity put Kalashnikov vodka on the lips of many potential consumers, Kransovski thought about what it means for the future of their name-brand strategy. "Hide
by Marian Moore, Lynn Isabella, Gerry Yemen Source: Darden School of Business 6 pages. Publication Date: May 23, 2006. Prod. #: UV3965-PDF-ENG

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