Publications
Publications
- August 2016 (Revised November 2016)
- HBS Case Collection
C.W. Dixey & Son
By: Anat Keinan and Michael B. Beverland
Abstract
C.W. Dixey & Son is about to be relaunched as a luxury eyewear brand after a fifty-year absence from the marketplace. This case focuses on reviving a dormant brand with a 200-year plus heritage of innovation, craft excellence, and luxury. Drawing on extensive historical research, brand owner Dr. Simon Palmer believes that the brand’s authenticity is perfect for wealthy customers looking for refinement and inconspicuous luxury in an age of ostentatious logocentric branding. Drawing upon the brand’s extensive associations with previous users, most notably Sir Winston Churchill, Palmer is ready to relaunch the brand into a crowded market full of well-resourced luxury brand names with high brand awareness. Palmer needs to consider a range of positioning-driven decisions in order to ensure C.W. Dixey & Son is relaunched successfully.
Keywords
Luxury Branding; Authenticity; Inconspicuous Consumption; Brand Positioning; Brand Revitalization; Eyeyewear; Market Entry and Exit; Luxury; Market Participation; Brands and Branding; Consumer Products Industry
Citation
Keinan, Anat, and Michael B. Beverland. "C.W. Dixey & Son." Harvard Business School Case 517-019, August 2016. (Revised November 2016.)