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CASE STUDY: When Your Brand Is Racist.

Authors :
Miller, Joseph C.
Stanko, Michael A.
Diallo, Mariam D.
Source :
Harvard Business Review; Nov/Dec2020, Vol. 98 Issue 6, p140-145, 6p, 1 Color Photograph
Publication Year :
2020

Abstract

The article presents a case study in rebranding. It mentions the hypothetical discussions of renaming a whiskey that carries racist overtones, the impact of recent racial demonstrations, and the factors that went into the decision making process regarding the renaming.

Subjects

Subjects :
REBRANDING (Marketing)
RACISM
BRAND name products
WHISKEY
DECISION making in business
PUBLIC demonstrations

Details

Language :
English
ISSN :
00178012
Volume :
98
Issue :
6
Database :
Complementary Index
Journal :
Harvard Business Review
Publication Type :
Periodical
Accession number :
146207727

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Authors Abstract Subjects Details