Cargill: Building a global brand for the world’s largest private company (B)
The two-part case series examines the challenge of building a global brand for Cargill – the world’s largest private company. It follows the four-year journey, from 2012 to 2015, of Paul Hillen, the newly appointed vice president of global marketing. Case A begins by highlighting the culture and organizational structure of Cargill, the evolution of the company’s brand during the recent past and the decision to develop one brand identity across its different businesses and geographies, with the appointment of the new VP in November 2011. Case A concludes with Hillen evaluating four options for the new brand positioning. Case B focuses on the implementation journey. It delves into the building blocks of the new global brand strategy, including the brand promise (positioning), brand expression (tagline) and brand architecture. It discusses the hurdles faced by Paul Hillen and the key steps taken to implement the new strategy successfully.
- What triggers the need in a decentralized and diversified company to build a global brand?
- How can a marketing leader successfully implement a global brand strategy that resonates with internal and external stakeholders?
- What are the elements of a successful brand strategy?
- How do you develop a brand architecture for a portfolio that includes branded and non-branded products and services in both B2C and B2B industries?
Cargill, Consumer Goods, Food and Beverage, Food Production, Agriculture
2012-2015
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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- Cargill: Building a global brand for the world’s largest private company (A)
- Cargill: Building a global brand for the world’s largest private company (B)
- Cargill: Building a global brand for the world’s largest private company (A)
- Cargill: Building a global brand for the world’s largest private company (B)
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
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