More from these Authors

• Article | Harvard Business School Working Knowledge | June 16, 2020

  Your Customers Have Changed. Here's How to Engage Them Again.

  Rohit Deshpandé, Ofer Mintz and Imran S. Currim

  The coronavirus makes your customers less able and less willing to spend than before. How should you re-engage with them? Advice from Rohit Deshpandé and colleagues.

  Keywords: COVID-19; Health Pandemics; Situation or Environment; Customer Relationship Management;

  Citation:

  Deshpandé, Rohit, Ofer Mintz, and Imran S. Currim. "Your Customers Have Changed. Here's How to Engage Them Again." Harvard Business School Working Knowledge (June 16, 2020).  View Details

  CiteView Details Read Now

  Related

• Teaching Note | HBS Case Collection | June 2020

  Understanding the Brand Equity of Nestlé Crunch Bar

  Jill Avery and Gerald Zaltman

  In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of twenty of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestlé acquisition, each of the purchased confectionery brands was permitted to use the Nestlé parent brand name for one year after the close of the sale. After that time, the Nestlé Crunch Bar would be rebranded as Crunch Bar with an endorsement from its new parent brand, Ferrara Candy Company, a division of Ferrero SpA.
  As the Nestlé Crunch Bar brand transitioned to its new owners, it was time for some serious brand analysis to assess its brand equity and plot a course for its future growth. How strong/weak was the brand? What were its sources of brand equity that could be leveraged in brand storytelling? Which types of messages might attract new consumers to the brand and what might work to cause infrequent users to purchase more often? Did the product itself need to be changed? Were there brand extension possibilities?
  Luckily, an old consumer research study on the Nestlé Crunch Bar conducted by Professor Gerald Zaltman was found on the shelves at Harvard Business School. The study used an innovative market research methodology developed by Professor Zaltman, the Zaltman Metaphor Elicitation Technique (ZMET), which had proven to be useful to brand managers hoping to better assess and understand their brands. The research methodology and raw data from Professor Zaltman’s ZMET study on the Nestlé Crunch Bar are presented in the case as tools to help students assess and understand the brand equity of the Nestlé Crunch Bar and map its future strategic course.

  Keywords: brand management; brand storytelling; Brand equity; Market research; qualitative methods; Marketing; Brands and Branding; Marketing Communications; Consumer Behavior; Marketing Strategy; Food and Beverage Industry;

  Citation:

  Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar." Harvard Business School Teaching Note 520-124, June 2020.  View Details

  CiteView DetailsPurchase

  Related

• Teaching Note | HBS Case Collection | May 2020

  Street Symphony: Making Human Connections through Music

  Rohit Deshpandé and John Masko

  Teaching Note for HBS Case No. 520-701. The Teaching Note includes a link to the (B) case supplement video that is intended for faculty to use during class.

  Citation:

  Deshpandé, Rohit, and John Masko. "Street Symphony: Making Human Connections through Music." Harvard Business School Teaching Note 520-042, May 2020.  View Details

  CiteView DetailsPurchase

  Related