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Hennessy to Henny: Brand Hijacking

Owoturo, Moboluwarin LU ; Fredmark, Ida Xing LU and Papangeli, Dimitra LU (2024) BUSN35 20241
Department 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:
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
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}},
}