How snapple got its juice back
By: DEIGHTON, John
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Material type: 
ArticlePublisher: jan.2002Havard Business Review 80, 1, p. 47-53Abstract: Its number one priority: repair relations with disgruntled distributors. Then revive the funky packaging, adventurous flavors, and anything-goes attitude that first made the brand soar. Company builds brand. Company sells brand. New owner destroys brand, selling it at a staggering $1.4 billion loss. The next owner cashes in, restoring a billion dollars in value in a mere three years. This is the story of the Sanpple brand. And in its rise and fall and subsequent rebirth are powerful and unexpected lessons for brand managers
| Item type | Current location | Collection | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
| Periódico | Biblioteca Graciliano Ramos | Periódico | Not for loan |
Its number one priority: repair relations with disgruntled distributors. Then revive the funky packaging, adventurous flavors, and anything-goes attitude that first made the brand soar. Company builds brand. Company sells brand. New owner destroys brand, selling it at a staggering $1.4 billion loss. The next owner cashes in, restoring a billion dollars in value in a mere three years. This is the story of the Sanpple brand. And in its rise and fall and subsequent rebirth are powerful and unexpected lessons for brand managers
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