| Description |
1 online resource : illustrations |
| Series |
SAGE Business Cases |
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SAGE Business. Cases
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| Summary |
The death of George Floyd sparked a cry for racial justice that infiltrated every aspect of American life in the summer of 2020, including business marketing and product branding. The racist history surrounding the Aunt Jemima pancake mix and syrup line compelled Quaker Oats Company to review their product portfolio. While Quaker wants to protect the reputation of the brand and comply with social change, re-branding presents serious complications for a category leading product |
| Notes |
Originally Published InHennessey, H., & Marino, C. (2020). Quaker Oats Company: Fashioning a Future for Aunt Jemima. 20-09. Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame |
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Description based on XML content |
| Subject |
Jemima, Aunt -- Case studies
|
| SUBJECT |
Jemima, Aunt. fast (OCoLC)fst00054622 |
| Subject |
Quaker Oats Company -- Case studies
|
| SUBJECT |
Quaker Oats Company. fast (OCoLC)fst00515821 |
| Subject |
Corporations -- Public relations -- Case studies
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Corporate image -- Case studies
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Branding (Marketing) -- Case studies
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Branding (Marketing)
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Corporate image.
|
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Corporations -- Public relations.
|
| Genre/Form |
Case studies.
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| Form |
Electronic book
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| Author |
Marino, Colton, author
|
| ISBN |
9781529780673 |
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1529780675 |
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