Nuturally: Investigating Growth Opportunities for an Environmentally Responsible Brand

Steven Hoornaert
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Steven Hoornaert: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - ULCO - Université du Littoral Côte d'Opale - Université de Lille - CNRS - Centre National de la Recherche Scientifique

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Abstract: Lucas is the owner and sole operator of Nuturally, a company based in the United States of America (USA) that produces and sells vegan, nut-based products exclusively online, with respect for the environment. In 2020, he launched Clajo, a brand focused exclusively on cashew nut-based products. His first product was a cashew butter, inspired by the recipe of his Brazilian grandmother. Environmental impact is a strong consideration for Lucas, and he has taken several measures to reduce the impact of his products to protect the Amazon rainforest, a cause near to his heart given his heritage. To grow his business further, Lucas wants to investigate which one out of two brand extensions he should implement: olive butter or a candle with the scent of cashews. The case tasks students to apply the main strategies to grow brand equity, evaluate the associations of both the brand extension and the parent brand, assess the fit with and contribution of the brand extension to the parent brand, and investigate parent brand elasticity.

Date: 2025-06-11
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Published in 2025

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05365738

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