Return to Previous Page

Endorse with Care: What the Maggi Row Taught Celebs

CASE FLYER, BRAND MANAGEMENT
ET Cases, 5 pages
AUTHOR(S) : A.J. Swapna and Dr. Nagendra V. Chowdary

Case Preview

Endorse with Care: What the Maggi Row Taught Celebs

 

Expected Learning Outcomes

• Familiarize how a brand builds its brand equity with a variety of secondary brand associations
• Understanding celebrity endorsements and the implications of celebrity endorsements on brand equity
• Understanding the effects a crisis has on a brand's equity and the brand endorser's reputation and obligations

........................................

..........................................

I. Brand Equity and Secondary Brand Associations

1. What do you understand by Brand Equity and how do companies build brand equity by the merit of their own performance?
2. What are the Secondary Brand Associations and how do you think companies can leverage them to build brand equity?
3. How do you think Nestlé India’s Maggi built its brand equity in India? Of all the four components of Secondary Brand Associations (people, places, other brands and things) which component has been leveraged maximum to build its brand in India?
4. ................

II. Endorsements and Celebrity Endorsements

1. What according to you is the endorsement of a brand? What all are the different types of endorsements of a brand? Can an article published on a brand, research undertaken with respect to a brand, the brand becoming an often quoted example for any specific business best practice, etc., be considered as endorsement? What is the difference between an endorsement for a brand and a celebrity endorsement for a brand?

2. Do you think consumers also endorse a brand? Do you, as a consumer, endorse a brand? What are the ways in which you endorse a brand? While consumers denounce a brand through their feedback on several forums, including social media platforms, can consumers also endorse brands?

3...................

III. Brand Crisis and Celebrity Endorsers

1. Why was Nestlé India’s Maggi Noodles in the news during May–June 2015? What is the prime reason for Nestlé India’s Maggi noodles fiasco in India during May 2015?

2. Anirban Das Blah, Managing Director of Kwan Entertainment was quoted in the article, “India is a celeb hungry market and will continue to be so. Possibly the only market where if one takes the three leading players of the Top 20 categories, chances are that there will be some celebrity endorsing the brand.” Do you agree with Anirban’s assessment? If yes, list any five product categories and the celebrity endorsers for the same? If not, why not?

3. The accompanying article states that two of the most popular Bollywood stars of all times Amitabh Bachchan and Madhuri Dixit are under the scanner with respect to the Maggi noodles crisis in India. Assess the liability and the extent of ownership to be shared by both the actors for Maggi’s fallout with Indian market.

4. ...................

Teaching Note Preview

Endorse with Care: What the Maggi Row Taught Celebs

 

Synopsis

This case flyer offers an overview of the role of Celebrity Endorsements as Secondary Brand Associations in enhancing a brand’s equity. It further connects these concepts to examine after-effects of a brand’s crisis on a celebrity endorser and the brand equity, in the light of Nestlé India’s Maggi Noodles.

Prerequisite Conceptual Understanding (PCU)/Before the Classroom Discussion

This case flyer presupposes an understanding of the Secondary Brand Associations. The participants were asked to read the following chapter and articles to help them better connect the concepts:

  • • Kevin Lane Keller, et al., “Leveraging Secondary Brand Associations to Build Brand Equity”, Strategic Brand Management, 3rd Edition, Pearson Education Inc., 2011 – To understand how Secondary Brand Associations help in leveraging a brands equity
  • • Sourish Bhattacharyya, “How Maggi noodles became an iconic Indian snack”, http://www.bbc.com/news/world-asia-india-33002261, June 4th 2015 (accessed date: July 2nd 2015)
  • • “India’s most-trusted brands of 2014”, http://articles.economictimes.indiatimes.com/2014-10-22/news/55318723_1_trusted-brands-survey-brand-equity-dettol, October 22nd 2014 (accessed date: July 3rd 2015)

 

Case Positioning and Setting

This case flyer can be used for the following:

  • • In MBA Program: This case flyer can be used for Brand Management course to understand the role of celebrity endorsements in enhancing brands equity
  • • In MDPs/EDPs: This case flyer can also be used in Management and Executive Development programs to demonstrate how brands build brand equity leveraging on secondary brand associations


Case Flyer Analysis and Classroom Discussion

Preamble to this Case Flyer Analysis

This case flyer is meant to introduce the participants/students to the idea/concept how brands can build brand equity leveraging on secondary brand associations, including celebrity endorsements. Although this case flyer highlights Nestlé s’ Maggi Noodles brand being banned in many Indian states as a result of the Food Safety and Standards Authority of India (FSSAI) findings, its brand endorsers’ – Amitabh Bachchan and Madhuri Dixit too were under the scanner by the regulatory authorities. The participants should be directed towards the roles and responsibilities of celebrity endorsers, the bigger questions being: Can brands be absolved of the tainted image? What would happen to the brand equity as a result of such crisis? How can celebrity endorsers manage their reputation when the brands endorsed by them end up in crisis?

Accordingly, the classroom orchestration of this case flyer can be conducted along the lines detailed in Exhibit (TN)-I. Most importantly, it should be noted that while each of the three segments/sections of this case flyer contains a set of questions, due to paucity of time the classroom analysis and discussions are largely focused on the anchor point, i.e., the core/central issue of each section. However, the students/participants were encouraged to offer their perspectives for all the questions in each of the three segments...........

I. Brand Equity and Secondary Brand Associations

The purpose of the first segment/section is to help the students/participants understand what the terms Brand Equity, Secondary Brand Associations connote in the real world and how brands build brand equity, leveraging on secondary brand associations by connecting these concepts to Brand Management.

i) Brand equity is the value attached by consumers to a particular brand. As this topic requires a detailed analysis (which students/participants must have covered in earlier chapters), through appropriate models, in this section appropriate reference to the brand equity was made.

• Predominantly brand equity can be measured by perceptions and the familiarity of those brands in the mind of the consumers.

• Companies also create and build brand equity by the merit of their own performance with their unique logos, style, packaging, price strategies and the place where they are located.

ii) Secondary Brand Associations help in leveraging the brand equity of a brand or product. There are four components of Secondary Brand Associations: people, places, other brands and things [Exhibit (TN)-II].

..................

Exhibits

Exhibit (TN)-I: Classroom Discussion Dashboard

Exhibit (TN)-II: Components of Secondary Brand Associations

Exhibit (TN)-III: Components of Secondary Brand Association with Examples

Exhibit (TN)-IV: Brand Building Process Through Company-Owned & Company-Related And Secondary Brand Associations

Exhibit (TN)- V: Celebrity Brand Association Process

Exhibit (TN)-VI: A-Listers among Celebrity Endorsers

Exhibit (TN)-VII: Celebrity Endorsement Value w.r.t. the Star Power

Exhibit (TN)-VIII: Top Five Celebrity Endorsers For 2014 and the Products List

Exhibit (TN)-IX: When Should Celebrity Endorsers be Indemnified?

 

$3.66
Rs 0
Product code: BM-4-0003, BM-4-0003A

Abstract


This case flyer, based on an article1 from The Economic Times, is meant to introduce the students/participants to how brands can build brand equity leveraging on Secondary Brand Associations, including Celebrity Endorsements. In May 2015, Maggi Noodles brand from Nestlé was banned in many Indian States as a result of The Food Safety and Standards Authority of India (FSSAI) findings. The regulatory authorities summoned its brand endorsers' - Amitabh Bachchan and Madhuri Dixit too. While this episode generated widespread debate about the roles and responsibilities of celebrity endorsers, the bigger questions were - Can brands be absolved of tainted images? What would happen to the Brand Equity as a result of such crisis? How can celebrity endorsers manage their reputation when the brands endorsed by them end up in crisis?



Pedagogical Objectives

  • To understand how brands build Brand Equity leveraging on Secondary Brand Associations
  • To discuss and debate on the role of celebrity endorsements in enhancing a Brand's Equity
  • To examine the after-effects of a brand's crisis on a celebrity endorser and the Brand Equity, in the light of Nestlé India's Maggi Noodles

Case Positioning and Setting

This case flyer can be used for the following:

  • In MBA Program: This case flyer can be used for Brand Management course to understand the role of celebrity endorsements in enhancing brand equity
  • In MDPs/EDPs: This case flyer can also be used in Management and Executive Development programs to demonstrate how brands build brand equity leveraging on secondary brand associations


1 Amit Bapna, "Endorse With Care: What The Maggi Row Taught Celebs", http://brandequity.economictimes. indiatimes.com/author/479216656/Amit-Bapna, June 17th 2015 (accessed date: July 1st 2015)



This Case Pack Includes:
- Abstract
- Case Flyer
- Analysis
$3.66
Rs 0

Related products




Request for an Inspection Copy

(Strictly for Review Purpose, Not to be Used for Classroom Discussion/Trainings)