C.W. Dixey & Son
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- Synopsis
- C.W. Dixey & Son is about to be re-launched as a luxury eyewear brand after a fifty-year absence from the marketplace. This case focuses on reviving a dormant brand with a 200-year plus heritage of innovation, craft excellence, and luxury. Drawing on extensive historical research, brand owner Dr. Simon Palmer believes that the brand's authenticity is perfect for wealthy customers looking for refinement and inconspicuous luxury in an age of ostentatious logo-centric branding. Drawing upon the brand's extensive associations with previous users, most notably Sir Winston Churchill, Palmer is ready to re-launch the brand into a crowded market full of well-resourced luxury brand names with high brand awareness. Palmer needs to consider a range of positioning driven decisions in order to ensure C.W. Dixey & Son is re-launched successfully.
- Copyright:
- 2016
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 12/13/16
- Copyrighted By:
- HBS
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.