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Haleeb: Rejuvenating the Market Leader of the Past

Umair Usman, Rohail Ashraf and Muhammad Asif Khan

Asian Journal of Management Cases, 2021, vol. 18, issue 2, 109-125

Abstract: With over a decade-long absence from the market, Haleeb Foods Limited had decided to relaunch its flagship brand ‘Haleeb’ within the processed milk category. While the enthusiasm was high, the fact that Haleeb was returning to the market after a decade posed serious challenges for the branding team. The product category and customer expectations had evolved over the years and strong competitors, that is, Olper’s (Engro Foods Limited) and MilkPak (Nestle), had emerged. Haleeb’s branding team had to decide on how to take the brand forward after being absent from the mainstream.

Keywords: Brand legacy; brand positioning; brand rejuvenation; brand re-launch; points of differentiation; points of parity (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1177/0972820120916256

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