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Book Cover
Author LeBel, Molly, author

Title Tiffany & Co. : protecting brand image from tarnish / Molly LeBel, Kaylea Hoelscher, Lisa Starita, Mark Teborek, James S. O'Rourke
Published London : SAGE Publications Ltd, 2017
Online access available from:
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Description 1 online resource : illustrations
Series SAGE Knowledge. Cases
SAGE Knowledge. Cases
Summary In 2004, Mike Kowalski, chief executive officer of Tiffany & Co., faced a major decision for the future of the Tiffany brand and franchise. After three rounds of price hikes, the highly profitable silver jewelry line, "Return to Tiffany," witnessed price increases of 200%, which finally resulted in a reduction in the demand for Tiffany silver by the upper-middle-class consumer. The popular silver line had increased sales as well as equity for the shareholders, but at the same time, it was eroding the brand in the eyes of the core luxury consumer. Tiffany is left with the juxtaposition between increased profits and a tarnished brand image
Notes Originally published: Lebel, M., Hoelscher, K., Starita, L., Teboek, M., & ORourke, J. S. (2007). Tiffany & Co.: Protecting brand image from tarnish. 07-05. Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame
Description based on XML content
Subject Tiffany and Company.
Jewelry trade -- United States -- Marketing.
Branding (Marketing)
Form Electronic book
Author Hoelscher, Kaylea, author
Starita, Lisa, author
Teborek, Mark, author
O'Rourke, James S., 1946- author
ISBN 9781526405654 (ebook)
Other Titles Tiffany and Co