Choosing the Right Metrics for Listerine Brand Management in Brazil
Publication date: 21 April 2016
Abstract
Ronaldo Art, brand manager for J&J’s Listerine, reflected on the progress he had made in market penetration for the oral hygiene product from the time he started in the position in 2010 to late 2014. He wanted to develop a long-term strategy for the brand rather than stimulating short-term increases in market share, which could compromise the equity of the brand, its profitability, and its long-term competitive advantage. This case has been used in Darden’s second-year course “Marketing Metrics and Integrated Marketing Communications” and would work well in any course module focused on brand management and brand strategy.
Citation
Guissoni, L.A., Getulio, F., Faculty, A., Farris, P.W., Araújo, O. and Vargas, F.G. (2016), "Choosing the Right Metrics for Listerine Brand Management in Brazil", . https://doi.org/10.1108/case.darden.2021.000021
Publisher
:University of Virginia Darden School Foundation
Copyright © 2016 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.