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Cara Pils, a brand despite itself

Nicolas Kervyn (Department of Marketing, Louvain Research Institute in Management and Organizations, Université catholique de Louvain, Louvain la Neuve, Belgium)
Michael Breazeale (Department of Marketing, Quantitative Analysis, and Business Law, Mississippi State University, Starkville, Mississippi, USA)
Iskra Herak (Department of Marketing, Louvain Research Institute in Management and Organizations, Université catholique de Louvain, Louvain la Neuve, Belgium)

The CASE Journal

ISSN: 1544-9106

Publication date: 2 January 2018

Abstract

Synopsis

Cara Pils is the private label beer brand of Colruyt, the biggest supermarket retailer in Belgium. As a true private label brand, Cara Pils has never been advertised. In 2015, Colruyt undertook an initiative to reposition its numerous private label brands under two larger private label brands. Unexpectedly, customers were incensed by this initiative, came out in droves and took the matter to social media hoping to lament the demise of their beloved brand. This case study investigates the roots of this strong brand attachment and the consequences for its brand management.

Research methodology

This case is built on primary (one in-depth interview and two focus group) as well as secondary data sources (previous research and web information).

Relevant courses and levels

This case is designed to be used in a marketing management or brand strategy course for students that already followed an introduction to marketing course or for students at a master level.

Theoretical bases

This case should provide the basis of discussions on the topics of brand management, private-label brands, repositioning strategy, brand portfolio management, brand architecture, brand equity, brand elements, brand nostalgia, and consumers’ relationships with brands.

Keywords

Acknowledgements

The authors would like to thank C. De Doncker; M. Lambert, and A. Mathy for their participation in data collection and transcription.

Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The authors may have disguised names; financial, and other recognizable information to protect confidentiality.

Citation

Kervyn, N., Breazeale, M. and Herak, I. (2018), "Cara Pils, a brand despite itself", The CASE Journal, Vol. 14 No. 1, pp. 69-87. https://doi.org/10.1108/TCJ-06-2017-0056

Publisher

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Emerald Publishing Limited

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