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Bel Brand: The Laughing Cow Challenge

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

Abstract

This case can be used to teach the following topics: 1) Developing a sustainable positioning. This case gives students the valuable experience of making a positioning choice and supporting the rationale for the positioning chosen. Furthermore, it demonstrates how a brand maintained a position after the initial support/argument for that position has dwindled or disappeared. 2) Managing global versus local positioning. The case also showcases a real life example of where positioning in the United States was extremely misaligned from the global positioning of the brand, and how the brand responded to this. 3) Write a positioning statement. One important exercise that students could be asked to do is write a positioning statement and become more familiar with concepts such as point-of-parity (POP), point-of-difference (POD), and reason-to-believe (RTB).

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Citation

Rucker, D. and Dubois, D. (2017), "Bel Brand: The Laughing Cow Challenge", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000039

Publisher

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Kellogg School of Management

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