| Description |
1 online resource : illustrations |
| Series |
SAGE Knowledge. Cases |
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SAGE Knowledge. Cases
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| Summary |
In 2004, Mike Kowalski, chief executive officer of Tiffany & Co., faced a major decision for the future of the Tiffany brand and franchise. After three rounds of price hikes, the highly profitable silver jewelry line, "Return to Tiffany," witnessed price increases of 200%, which finally resulted in a reduction in the demand for Tiffany silver by the upper-middle-class consumer. The popular silver line had increased sales as well as equity for the shareholders, but at the same time, it was eroding the brand in the eyes of the core luxury consumer. Tiffany is left with the juxtaposition between increased profits and a tarnished brand image |
| Notes |
Originally published: Lebel, M., Hoelscher, K., Starita, L., Teboek, M., & ORourke, J. S. (2007). Tiffany & Co.: Protecting brand image from tarnish. 07-05. Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame |
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Description based on XML content |
| Subject |
Tiffany and Company.
|
| SUBJECT |
Tiffany and Company fast |
| Subject |
Jewelry trade -- United States -- Marketing
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Branding (Marketing)
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branding.
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Branding (Marketing)
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United States
|
| Genre/Form |
Case studies.
|
|
Études de cas.
|
| Form |
Electronic book
|
| Author |
Hoelscher, Kaylea, author
|
|
Starita, Lisa, author
|
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Teborek, Mark, author
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O'Rourke, James S., 1946- author.
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| ISBN |
9781526405654 |
|
1526405652 |
|
