What to do when your brand gets kidnapped by Narcos: the case of Buchanan’s whisky

Abstract

Learning outcomes

Learning outcomes are as follows: understanding the difference between brand identity and brand image; applying various segmentation tools; understanding the appeal of the aspirational brand and its consequence on private and public consumption; exploring the strategic options available to a brand facing a brand appropriation; exploring the pros and cons of opposing a brand appropriation; and developing a plan for the implementation of this strategy.

Case overview/synopsis

This case will help students understand the difference between the brand identity that the brand owners intend and the brand image that consumers actually perceive.

Complexity academic level

This case is designed to be used in marketing management, brand strategy or consumer culture course. Specifically, the case is designed for college seniors or master students with basic strategic marketing training. It should provide the basis of discussions on the topics of brand management, consumer culture, brand portfolio management, international marketing, repositioning strategy, brand architecture, brand equity, brand assets, brand appropriation and consumer relationships with brands.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS 8: Marketing

Citation

Kervyn, N., Cavazos Arroyo, J., Castillo Villar, F.R. and Gomez Zuñiga, R.A. (2019), "What to do when your brand gets kidnapped by Narcos: the case of Buchanan’s whisky", , Vol. 9 No. 3. https://doi.org/10.1108/EEMCS-07-2019-0198