Hennessy to Henny: Brand Hijacking
(2024) BUSN35 20241Department of Business Administration
- Abstract
- This master case study delves into Hennessy's strategic efforts to dissociate itself from associations with the US hip hop community during the 1990s to the early 2000s in order to reclaim control over their brand. Authored by three master's students, the case study teaching notes provides insights of how students can solve the case of Hennessy's branding challenges and learn from the the innovative strategies Hennessy employed to overcome them.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9149943
- author
- Owoturo, Moboluwarin LU ; Fredmark, Ida Xing LU and Papangeli, Dimitra LU
- supervisor
- organization
- alternative title
- Hennessy to Henny: Brand Hijacking - staying true to the brand heritage
- course
- BUSN35 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Hennessy, brand heritage, luxury brand, brand positioning, luxury positioning, brand associations, hip hop, 2Pac, USA, cognac, LVMH
- language
- English
- id
- 9149943
- date added to LUP
- 2024-03-25 10:51:12
- date last changed
- 2024-03-25 10:51:12
@misc{9149943, abstract = {{This master case study delves into Hennessy's strategic efforts to dissociate itself from associations with the US hip hop community during the 1990s to the early 2000s in order to reclaim control over their brand. Authored by three master's students, the case study teaching notes provides insights of how students can solve the case of Hennessy's branding challenges and learn from the the innovative strategies Hennessy employed to overcome them.}}, author = {{Owoturo, Moboluwarin and Fredmark, Ida Xing and Papangeli, Dimitra}}, language = {{eng}}, note = {{Student Paper}}, title = {{Hennessy to Henny: Brand Hijacking}}, year = {{2024}}, }