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  • January 2015 (Revised July 2019)
  • Case
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Rebranding Godiva: The Yıldız Strategy

By: Rohit Deshpande and Esel Çekin
  • Format:Print
  • | Language:English
  • | Pages:20
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Abstract

This case concerns Yıldız Holding’s acquisition of Godiva Chocolatier from its previous owner, Campbell Soup, and its salient strategy in preserving Godiva’s “made in Belgian” brand position. Provenance Paradox, a problem faced by companies in emerging countries trying to establish their brands in developed markets, had not become a problem for Yıldız Holding. The chairman Murat Ülker asked the Godiva management to execute a highly ambitious plan of making the brand widely-available at supermarkets, drug stores and mass channels in the U.S. market. How was the Godiva brand affected by the change in its marketing strategy? How was the execution different in international markets vs. the U.S. market?

Keywords

Branding; Internationalization; Provenance Paradox; Acquisitions; Positioning; Innovation; Customer-centricity; Brands and Branding; Marketing Strategy; Emerging Markets; Product Positioning; Change Management; Innovation and Management; Customer Focus and Relationships; Food and Beverage Industry; North America; Turkey; Japan

Citation

Deshpande, Rohit, and Esel Çekin. "Rebranding Godiva: The Yıldız Strategy." Harvard Business School Case 515-059, January 2015. (Revised July 2019.)
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About The Author

Rohit Deshpande

General Management
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Related Work

    • January 2015 (Revised July 2019)
    • Faculty Research

    Rebranding Godiva: The Yıldız Strategy

    By: Rohit Deshpande and Esel Çekin
Related Work
  • Rebranding Godiva: The Yıldız Strategy By: Rohit Deshpande and Esel Çekin
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