Case Name :      Manchester Products: A Brand Transition Challenge

Authors :           John A. Quelch, Heather Beckham

Source :             HBS Brief Cases

Case ID :            4043

Discipline :        Marketing

Case Length :    11 pages

Solution sample availability : YES

Plagiarism : NO (100% Original work)

In January of 2005, Manchester Products Inc., a longtime leader in office furniture that only recently entered into the home furniture market, acquired Paul Logan’s Furniture Division (PLFD). The acquisition of PLFD made Manchester an instant market leader in household furniture. A key factor in the value of PLFD has been the name of the company founder — arguably the premiere name in high-end fashion and accessories, and a true lifestyle brand. However, Manchester has acquired rights to use the Paul Logan brand name for only three years. Jason Adams, VP of Marketing for Manchester, is responsible for designing a plan to transition the brand from the Paul Logan name to Manchester. He must develop the optimal timing and sequencing of the brand transition, assess the implications, and establish the appropriate mix of advertising and promotion programs to support the transition.