Case Solution & Analysis for Jiaduobao: Transferring Brand Associations from Wang Laoji by Yuping Du, Meng Wu, Randall O. Chang.
Complete Case details are given below :
Case Name : Jiaduobao: Transferring Brand Associations from Wang Laoji
Authors : Yuping Du, Meng Wu, Randall O. Chang
Source : Ivey Publishing
Case ID : 9B16A042 / W16561
Discipline : Marketing
Case Length : 08 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
With a rich history stretching back to the 19th century, Wang Laoji herbal tea was one of the most popular drinks in China. The tea was sold in a green-box version by Wang Laoji and a red-can version licensed to Jiaduobao Beverage Co. Ltd. (Jiaduobao Beverage), but in 2012 the right to use the Wang Laoji name was lost by Jiaduobao Beverage following a legal dispute. Jiaduobao Beverage had to quickly transfer brand associations from Wang Laoji to its own brand and retain consumer loyalty. But was it successful in doing so? Did Jiaduobao Beverage enhance its brand equity through transferring Wang Laoji’s brand associations? What could Wang Laoji do to counter its loss of brand equity?
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