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Endorse with Care: What the Maggi Row Taught Celebs

CASE FLYER, BRAND MANAGEMENT
ET Cases, 5 pages

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

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

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

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$2.53
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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
- Teaching Plan (**ONLY for Academicians)
$2.53
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