Nestle's Brand Management Strategies

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG039 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges


Brand Management
Case Length : 10 Pages
Period : 1990 - 2002
Pub Date : 2002
Teaching Note : Available
Organization : Nestle SA (Nestle)
Industry : Chocolates and Confectionery
Countries : Switzerland


The case discusses Nestle's brand management strategies in detail. Nestle's brand portfolio consisted of worldwide corporate strategic brands, strategic worldwide product brands, regional strategic brands and local brands.

The case also explains how Nestle was successful in developing Kit Kat from a multi-local brand to a European brand and finally a global brand.


Brand management strategies of a large consumer foods company with a global presence and a large portfolio of brands.


  Page No.
Introduction 1
Background Note 1
Nestle's Branding Strategy 3
Internationalizing the "Kit Kat" Brand 4
Divesting Non-Strategic Brands 6
Exhibits 7


Nestle, brand management, strategies, brand portfolio, worldwide, corporate strategic brands, strategic worldwide product brands, regional strategic brands, local brands, Kit Kat, multi-local brand, European brand , global brand

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