At the end of the A case, Heineken had to make the decision as to whether to choose a global, glocal or local brand strategy for the Heineken brand. The company chose to go with a global brand strategy. This case addresses the reasons for this decision, the steps the company took to implement this decision, and the new challenges it faced following the implementation of the global brand strategy.
The power of brand-led differentiation: What Vanzetti Engineering learned from luxury brands (B) (Video case)
Summary
This case series explores what companies can learn from luxury brands without becoming luxury brands themselves. The video B case features interviews with three Vanzetti Engineering executives: the marketing director, the CEO and owner and the chief commercial officer. With the shrinking of the automobile industry, the company has had to reposition itself in other industrial sectors where it is significantly smaller than the customers. Vanzetti Engineering embraced some of the codes of luxury branding according to what suited it and ignored others. The company discovered that although it was focused mostly on creating functional value, it had to dwell much more on emotional and societal value creation. The process of brand elevation required a complete cultural transformation, and one of the lessons from the case is that a brand is not a slogan but a way of being and of delivering value.
Reference
IMD-2696
Copyright
©2025
Copyright owner
IMD Copyright
Organization
Vanzetti Engineering
Industry
Construction and Engineering;Manufacturing
Available Languages
English
Contact
Research Information & Knowledge Hub for additional information on IMD publications
The power of brand-led differentiation: What Vanzetti Engineering learned from luxury brands (A)
Summary
Survey after survey shows that executives think their business is in danger of being commoditized. This means their company is not able to differentiate sufficiently to command higher market prices and profits. Luxury brands, by contrast, are the opposite of commodity. Their whole approach to branding is based on desirability. This case series explores what companies can learn from luxury brands without becoming luxury brands themselves. The written A case gives a short background on Vanzetti Engineering, which is facing intensifying competition in an evolving marketplace, and launches the first question for discussion.
Reference
IMD-2688
Copyright
©2025
Copyright owner
IMD Copyright
Organization
Vanzetti Engineering
Industry
Construction and Engineering;Manufacturing
Available Languages
English
Contact
Research Information & Knowledge Hub for additional information on IMD publications
Has Nike lost its stride?
Summary
Set in 2024, the case describes the trajectory of Nike's success and how it had recently lost its way. The company was experiencing its worst slump in more than 10 years. Since 2020, CEO Donahoe oversaw a significant shift away from wholesale, wit...
Reference
IMD-7-2598
Copyright
©2025
Copyright owner
IMD Copyright
Organization
Nike
Industry
Consumer Goods, Footwear
Available Languages
English
Contact
Research Information & Knowledge Hub for additional information on IMD publications
Aluminium Cyclo Enterprises Malaysia: How to manage a supply chain disruption?
Summary
In 2024, the management of Aluminium Cyclo Enterprises (ACE), was concerned that the European Union (EU) export rules for ferrous and non-ferrous scrap were becoming more restrictive. Not just the EU, but close to 43 countries had restricted the e...
Reference
IMD-2665
Copyright
©2025
Copyright owner
IMD Copyright
Organization
Aluminium Cyclo Enterprises Malaysia
Industry
Manufacturing, Metal Products
Available Languages
English
Contact
Research Information & Knowledge Hub for additional information on IMD publications
Quiz: What are the pitfalls of marketing to women?
Summary
Women make more than 80% of purchasing decisions, but most brands struggle to reach, engage, and convert female customers. Do this short quiz to test your knowledge of marketing to women, and read on for tips on avoiding the pitfalls.
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China’s pharmaceutical sector: innovation meets demographic-driven demand
Summary
Explore how innovation, R&D, and policy reforms are reshaping China’s pharmaceutical sector amid rising healthcare demand and demographic shifts.
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6 new roles for marketing managers utilizing AI
Summary
As AI systems become increasingly adept at generating creative content across multiple modalities, Michael Yaziji identifies six new roles the marketing manager can undertake to become the orchestrator of an infinitely productive AI team.
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Research Information & Knowledge Hub for additional information on IMD publications
You are not your role: How to lead without losing yourself
Summary
Taking up a new leadership post can mean a dramatic shift in the way others see you – and how you define yourself. It is vital to learn how to separate your true self from the demands and expectations of the role.
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Keep an eye on marketing if you want to avoid a car crash - Su-Mei Thompson IMD business school for management and leadership courses
Summary
Campaign failures at Apple, Bud Light, & Jaguar show why boards must prioritize marketing oversight. Insights from Su-mei Thompson.
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Can Dodge muscle into the electric vehicle market?
Summary
In late 2022, Tim Kuniskis, CEO of the Dodge brand (part of the Netherlands-based Stellantis automobile corporation), announced that 2023 would be the last production year for its popular “muscle car” models, the Dodge Charger and Challenger. Thes...
Reference
IMD-7-2608
Copyright
©2024
Copyright owner
IMD Copyright
Organization
Stellantis Group
Industry
Automotive;Automotive, Automobiles
Available Languages
English
Contact
Research Information & Knowledge Hub for additional information on IMD publications