Case | HBS Case Collection | September 2001 (Revised June 2004)

Cafe de Colombia

by Rohit Deshpande and Alexandra de Royere


Discusses sustaining brand equity after a highly successful commodity-product branding ad campaign.

Keywords: Globalization; Brands and Branding; Advertising Campaigns; Product; Goods and Commodities; Colombia;


Deshpande, Rohit, and Alexandra de Royere. "Cafe de Colombia." Harvard Business School Case 502-024, September 2001. (Revised June 2004.)