Penfolds

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

Abstract

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.

Keywords

Citation

Calkins, T. (2017), "Penfolds", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000258

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Publisher

:

Kellogg School of Management

Copyright © 2005, The Kellogg School of Management at Northwestern University

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