BRANDING

 

Introductory: Foundation and first year undergraduates

Attracting Millennials to the Luxury Market, Serra John and Lorynn Divita (Public case)

Brand Identity as a Strategy for The Financial Sustainability of New Emerging Fashion Enterprises, Rosita binti Mohd. Tajuddin, Siti Fatimah binti Hashim (Scenario case)

Brand Positioning: Wildfang and Tomboy Style Brands, Leslie Davis Burns (Public case)

Brand Repositioning Within the Fashion Industry, Jongeun Rhee and Kim K. P. Johnson (Scenario case)

Branding Strategies for Gentle Monster: Enhancing Brand Equity, Ho Jung Choo and Woobin Kim (Public case)

Can Gap Come Back?, Nancy J Rabolt and Judy Miler (Public case)

Cause for Collaboration, Myles Ethan Lascity (Public case)

Cultural Appreciation or Cultural Appropriation: Native American-inspired Jewelry Design, Celia Stall-Meadows (Scenario case)

Descente’s Multi-brand and Localization Management Strategies, Koji Yoshimoto (Public case)

Dealing with Toxic Consumers: New Balance’s Dilemma, Myles Ethan Lascity (Public case)

Faux, Faux Fur: Responding to Supply Chain Crises, Myles Ethan Lascity (Scenario case)

Kickstarting a Brand: Using Crowdfunding to Launch a Brand, Marie Segares and Eda Sanchez-Persampieri (Scenario case)

Louis Vuitton Versus My Other Bag: Luxury Brand Protection, Agnieszka Witońska-Pakulska (Public case)

lululemon athletica: Production and Quality Assurance, Leslie Davis Burns and Kathy K. Mullet (Public case)

Only Bright Lights for Uniqlo?, Myles Ethan Lascity (Public case)

Ralph Lauren: Adding a Diffusion Line or Sub-brand, Leslie Davis Burns (Public case)

Rsport: Quality over Quantity for the Plus Sized Market, Addie Martindale (Field case)

The Botanical Store: Urban Outfitters Expansion Into Plants as a Lifestyle Statement, Jo Hurley (Public case)

The Changing Shape of Hairdressing: Case Study of The Francesco Group, Lindsay Pressdee (Public case)

The Future for Under Armour: Maintaining Brand Equity, Lisa Hodgkins (Public case)

Intermediate: Mid to upper level undergraduates

‘D&G Go Home Now!’ A Case Analysis in Cultural Sensitivities, Local Awareness and Customer Relations for Luxury Brands Operating in Overseas Markets, Anne Peirson-Smith (Public case)

A Competitive Dilemma, Advance or Retreat?, Nancy J Rabolt and Judy Miler (Scenario case)

A Concerning Environment?: Outdoor Retailers Wade into Political Frays, Myles Ethan Lascity (Public case)

Abercrombie & Fitch's Brand & Store Positioning, Nancy J Rabolt and Judy Miler (Public case)

Approaching CSR with a New Kind of Transparency: How eCommerce Retailer Everlane Set New Industry Standards in Brand Communication, Nina Bürklin (Public case)

Benetton's Corporate Image, Nancy J Rabolt and Judy Miler (Public case)

Bigger than the Brand: When a Social Media Messenger Overshadows its Fashion Brand, Camille Kraeplin and Rosanne Hart (Public case)

Branding Strategies for Handsome: Increasing Brand Value, Ho Jung Choo and Hyunok An (Public case)

Building a Lifestyle Brand Through Extensions: Bhumi Organic Cotton, Anjum Khan and Michael B. Beverland (Public case)

Building Online Engagement at Sephora, Jingyi Wang and Michael Beverland (Public case)

Corporate-owned Stores Versus Franchising for Comfort Cloud Shoes, Nancy J Rabolt and Judy Miler (Scenario case)

Creating a Sustainable Luxury Fashion Brand, Debbie Moorhouse and Danielle Moorhouse (Field case)

Creative Kids Wear’s Short Run, Nancy J Rabolt and Judy Miler (Scenario case)

Death by Nylon: Managing Communications in a Facebook Brand Community, Tony Cooper (Public case)

Digital Heritage Storytelling at Mulberry, Amanda Grace Sikarskie (Public case)

Di$count Universe: Luxury Brand in a Post-Modern World, Michael Beverland (Public case)

Epigram: Lifestyle Merchandising and Brand Management, GiHyung, Kim & YoungJee, Suh (Field case)

Giorgio Armani and Utilizing the Red Carpet, Thea Macdonald (Public case)

H&M Under Attack: How Greenpeace Threatened a Brand’s Reputation in Sustainability, Rosanne P. Hart, APR, M.A. and Camille Kraeplin, Ph.D. (Public case)

Heritage Brand Collaborations and Co-brandings: Pendleton Woolen Mills, Leslie Davis Burns (Public case)

Making Fashion Transparent: What Consumers Know About the Brands They Admire, Iva Jestratijevic and Nancy A. Rudd (Public case)

Modern Luxury: How Gucci Rebranded, Refreshed and Re-invented Itself into a Cult-following, Zabrena Lopez and Michael B Beverland (Public case)

Omni-channel Storytelling the Reformation Way, Kat Duffy and Karinna Nobbs (Public case)

Radical Retailer: The Retail Strategy of Rei Kawakubo, Kat Duffy and Karinna Nobbs (Public case)

Refinery29 Recharged: Brand Boosting the Digital Mediasphere, Patti Jordan (Public case)

Renewing a Global Brand: FILA, GiHyung, Kim and YoungJee, Suh (Public case)

Revitalising Charity Retailing: Mary’s Living & Giving Shop for Save the Children: Putting the ‘Luxe’ into Charity Shops by Implementing the Key Principles of Retailing, Erica Charles (Public case)

Stella McCartney’s Sustainable Luxury: The End of The Kering / Stella McCartney Partnership and New Beginnings on Old Bond Street, Natascha Radclyffe-Thomas and Rosemary Varley (Public case)

The Botanical Store: Urban Outfitters Expansion Into Plants as a Lifestyle Statement, Jo Hurley (Public case)

The Case of Ancient Greek Sandals: Ethnic Heritage and Celebrity Endorsement, Elena Chatzopoulou (Field case)

The Cooperative Advertising Fiasco, Nancy J Rabolt and Judy Miler (Scenario case)

The Face Shop: The Market Leader Transforming the Landscape of the Korean Cosmetics Industry, Sunwoo Kim (Public case)

The Fashion Retail Market in Singapore: Discovering the Challenges of Local Brands through a Collaborative Work Structure, Michael Charles Daniel Rezandi and Cheong Wei Quan (Field case)

The Hiut Denim Company – Is One Product Enough?, Clare McTurk (Public case)

The Impact of the Influencer, Anna Fenlon (Scenario case)

The Role of Heritage in Contemporary Global Luxury Branding, Tim Jackson (Public case)

The SALT GYPSY Brand Community, Lisa R Kjerulf and Michael B. Beverland (Public case)

Who Owns Genuine UGG / UGG® boots in the Global Footwear Marketplace?, Rachel Matthews (Public case)