Products and Brands

Classic Case Study: The KFC FCK Campaign

Case Study, Member Activities, Places and Channels, Products and Brands, Promotion, video

This video-based activity explores KFC’s innovative response to a 2018 supply chain crisis in the UK, which led to widespread restaurant closures due to a lack of chicken. Instead of opting for a defensive approach, KFC launched the bold “FCK” campaign, a humorous and self-deprecating apology that turned a potential PR disaster into a masterclass in brand recovery. Students will analyze the campaign’s elements, its impact on KFC’s brand image, and lessons in crisis communication.

Classic Case Study: The KFC FCK Campaign Review the Teaching Activity

Is DEI a Brand Management Issue?

Consumer Behavior, Discussion Exercises, Member Activities, Products and Brands, Role Plays, Social, Strategy and Plans

This activity challenges students to evaluate whether a pet food company should limit its Diversity, Equity, and Inclusion (DEI) efforts to internal operations or actively promote them as part of its brand identity, by considering the potential risks, rewards, and alignment with target market preferences. Students will analyze arguments presented in a manager’s meeting and weigh the pros and cons before making a recommendation.

Is DEI a Brand Management Issue? Review the Teaching Activity

Jaguar Rebranding and Repositioning Case Study

Case Study, Consumer Behavior, Free Activities, Marketing Environment, New Product Process, Products and Brands, Segmentation and Positioning, Strategy and Plans

This case study examines the challenges of brand repositioning using Jaguar’s 2024 strategy. Students will analyze key marketing decisions, including the promotional video and their concept car launch. The case encourages critical thinking about creative messaging, brand management, strategy, DEI issues, and the risks of targeting new consumers while potentially alienating loyal customers.

Jaguar Rebranding and Repositioning Case Study Review the Teaching Activity

Experts in Positioning: Cigarette Brands

Discussion Exercises, Member Activities, Products and Brands, Segmentation and Positioning

While smoking may be going out of fashion and cigarette advertising has been banned in many parts of the world, cigarette brands do provide marketers with an excellent introduction to how to position a brand in a cluttered and competitive market. This is primarily a visual-based activity for students and a great opportunity to learn more about positioning.

Experts in Positioning: Cigarette Brands Review the Teaching Activity

The Ethics of Shrinkflation: Debate Ideas

Discussion Exercises, Ethics, Member Activities, Pricing, Products and Brands, Social

Students are provided with two debate questions, as well as some for and against points to get them started and thinking about the role and impact of shrinkflation. Debate are often a good method of generating a deeper understanding of a topic. Shrinkflation extends beyond just pricing, to brand management, promotion, ethics, customer trust, and profitability.

The Ethics of Shrinkflation: Debate Ideas Review the Teaching Activity

Should the Bank Support the Social Cause?

Decisions and Mini-Cases, Ethics, Member Activities, Products and Brands, Social

Students explore a scenario involving a management meeting at a bank, where the participants in this meeting are discussing the bank’s potential engagement with a social issue, namely problem gambling. The task is to review the meeting and work out what the bank should do and how much they should be involved in this social issue.

Should the Bank Support the Social Cause? Review the Teaching Activity

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