Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


Students will learn about brand portfolio issues and brand positioning. The case is designed to prompt a discussion about how far a brand can extend without losing meaning, and the use of different branding elements such as sub-brands and endorsers.



Calkins, T. (2017), "Penfolds", Kellogg School of Management Cases.

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Kellogg School of Management

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