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    Haleeb: Rejuvenating the Market Leader of the Past

    Usman, U, Ashraf, R ORCID logoORCID: https://orcid.org/0000-0002-5703-598X and Khan, MA (2021) Haleeb: Rejuvenating the Market Leader of the Past. Asian Journal of Management Cases, 18 (2). pp. 109-125. ISSN 0972-8201

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    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.

    Item Type: Article
    Peer-reviewed: Yes
    Date Deposited: 22 Mar 2022 10:48
    Publisher: SAGE Publications
    Additional Information: This is an Author Accepted Manuscript of an article published in Asian Journal of Management Cases.
    Divisions: Faculties > Business and Law
    Subject terms: Social Sciences, Management, Business & Economics, Brand legacy, brand positioning, brand rejuvenation, brand re-launch, points of differentiation, points of parity
    URI: https://e-space.mmu.ac.uk/id/eprint/629345
    DOI: https://doi.org/10.1177/0972820120916256
    ISSN 0972-8201
    e-ISSN 0973-0621

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