Pierre Chandon

Professor of Marketing
Email [email protected]
Find out more about the author

Who's #1: INSEAD, Harvard, Wharton, LBS? (A): Designing Research to Measure the Strength of Business Schools Brands (Japanese)

By  Joerg Niessing,  Pierre Chandon
Add to cart new

In 2017, the Financial Times ranked INSEAD the #1 MBA programme in the world for the second year in a row.

    Published 18 Jun 2021

    Reference 6198

    Topic Marketing

    Industry Higher Education

    Region Global

    View case

    Who's #1: INSEAD, Harvard, Wharton, LBS? (A): Designing Research to Measure the Strength of Business Schools Brands (Japanese)

    Add to cart new

    In 2017, the Financial Times ranked INSEAD the #1 MBA programme in the world for the second year in a row.

      View case

      Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business Schools Brands (Japanese)

      By  Joerg Niessing,  Pierre Chandon
      Add to cart new
      In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students.

        Published 18 Jun 2021

        Reference 6198

        Topic Marketing

        Industry Higher Education

        Region Global

        View case

        Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business Schools Brands (Japanese)

        Add to cart new
        In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students.
          View case

          The Carrot Rewards Wellness App: Innovating in the Behaviour Change Market

          By  Pierre Chandon,  Shilaan Alzahawi
          Add to cart award extra
          Serial social entrepreneur Andreas Souvaliotis is looking at new ways to achieve his lifelong mission: to improve the health and wellness of his Canadian compatriots. His previous venture, Green Rewards, demonstrated the power of loyalty rewards to promote environmentally-conscious purchases.

            Published 31 Aug 2018

            Reference 6424

            Topic Marketing

            Industry Computer Software,  Health, Wellness and Fitness

            Region North America

            View case

            The Carrot Rewards Wellness App: Innovating in the Behaviour Change Market

            Add to cart award extra
            Serial social entrepreneur Andreas Souvaliotis is looking at new ways to achieve his lifelong mission: to improve the health and wellness of his Canadian compatriots. His previous venture, Green Rewards, demonstrated the power of loyalty rewards to promote environmentally-conscious purchases.
              View case

              Can 3G Capital Make Burger King Cool Again? Brand Building under Zero-based Budgeting

              By  Pierre Chandon,  Laura Heely,  Fernando Machado
              Add to cart popular extra
              Four years after acquiring the business, 3G Capital had managed to put Burger King back in growth mode. However, the Burger King brand itself was still lacking momentum and it was unclear if its celebrity-heavy ad campaign would work.

                Published 25 Jun 2018

                Reference 6402

                Topic Marketing

                Industry Restaurants,  Food and Beverages Production,  Health, Wellness and Fitness

                Region Global

                View case

                Can 3G Capital Make Burger King Cool Again? Brand Building under Zero-based Budgeting

                Add to cart popular extra
                Four years after acquiring the business, 3G Capital had managed to put Burger King back in growth mode. However, the Burger King brand itself was still lacking momentum and it was unclear if its celebrity-heavy ad campaign would work.
                  View case

                  Candy Crush? Aligning Health, Business and Pleasure in the Chocolate Industry

                  By  Pierre Chandon,  Laura Heely
                  Add to cart popular award extra
                  After winning important battles against soda, governments and health activists are targeting chocolate bars because of their high sugar content, and some, like the UK government in 2017, have set strict targets on the amount of sugar and calories that can be contained in each chocolate bar.

                    Published 06 Jun 2018

                    Reference 6317

                    Topic Marketing

                    Industry Dairy,  Food and Beverages Production

                    Region Europe

                    View case

                    Candy Crush? Aligning Health, Business and Pleasure in the Chocolate Industry

                    Add to cart popular award extra
                    After winning important battles against soda, governments and health activists are targeting chocolate bars because of their high sugar content, and some, like the UK government in 2017, have set strict targets on the amount of sugar and calories that can be contained in each chocolate bar.
                      View case

                      Who's #1: INSEAD, Harvard, Wharton, LBS? (A): Designing Research to Measure the Strength of Business Schools Brands (French)

                      By  Joerg Niessing,  Pierre Chandon
                      Add to cart
                      In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students.

                        Published 04 May 2018

                        Reference 6198

                        Topic Marketing

                        Region Global

                        View case

                        Who's #1: INSEAD, Harvard, Wharton, LBS? (A): Designing Research to Measure the Strength of Business Schools Brands (French)

                        Add to cart
                        In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students.
                          View case

                          Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business Schools Brands (French)

                          By  Joerg Niessing,  Pierre Chandon
                          Add to cart
                          In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students.

                            Published 04 May 2018

                            Reference 6198

                            Topic Marketing

                            Region Global

                            View case

                            Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business Schools Brands (French)

                            Add to cart
                            In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students.
                              View case

                              Who's #1: INSEAD, Harvard, Wharton, LBS? (A): Designing Research to Measure the Strength of Business Schools Brands

                              By  Joerg Niessing,  Pierre Chandon
                              Add to cart popular award extra

                              In 2017, the Financial Times ranked INSEAD the #1 MBA programme in the world for the second year in a row.

                                Published 11 Oct 2017

                                Reference 6198

                                Topic Marketing

                                Industry Higher Education

                                Region Global

                                View case

                                Who's #1: INSEAD, Harvard, Wharton, LBS? (A): Designing Research to Measure the Strength of Business Schools Brands

                                Add to cart popular award extra

                                In 2017, the Financial Times ranked INSEAD the #1 MBA programme in the world for the second year in a row.

                                  View case

                                  Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business Schools Brands

                                  By  Joerg Niessing,  Pierre Chandon
                                  Add to cart popular award
                                  In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students.

                                    Published 11 Oct 2017

                                    Reference 6198

                                    Topic Marketing

                                    Industry Higher Education

                                    Region Global

                                    View case

                                    Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business Schools Brands

                                    Add to cart popular award
                                    In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students.
                                      View case

                                      L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai (French)

                                      By  Haiyang Yang,  Pierre Chandon
                                      Add to cart
                                      Yue Sai is L’Oreal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer.

                                        Published 01 Apr 2015

                                        Reference 5960

                                        Topic Marketing

                                        Region Asia

                                        View case

                                        L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai (French)

                                        Add to cart
                                        Yue Sai is L’Oreal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer.
                                          View case

                                          The Carrot Rewards Wellness App: Innovating in the Behaviour Change Market

                                          By  Pierre Chandon,  Shilaan Alzahawi
                                          Add to cart award extra
                                          Serial social entrepreneur Andreas Souvaliotis is looking at new ways to achieve his lifelong mission: to improve the health and wellness of his Canadian compatriots. His previous venture, Green Rewards, demonstrated the power of loyalty rewards to promote environmentally-conscious purchases.

                                            Published 31 Aug 2018

                                            Reference 6424

                                            Topic Marketing

                                            Industry Computer Software,  Health, Wellness and Fitness

                                            Region North America

                                            View case

                                            The Carrot Rewards Wellness App: Innovating in the Behaviour Change Market

                                            Add to cart award extra
                                            Serial social entrepreneur Andreas Souvaliotis is looking at new ways to achieve his lifelong mission: to improve the health and wellness of his Canadian compatriots. His previous venture, Green Rewards, demonstrated the power of loyalty rewards to promote environmentally-conscious purchases.
                                              View case

                                              Can 3G Capital Make Burger King Cool Again? Brand Building under Zero-based Budgeting

                                              By  Pierre Chandon,  Laura Heely,  Fernando Machado
                                              Add to cart popular extra
                                              Four years after acquiring the business, 3G Capital had managed to put Burger King back in growth mode. However, the Burger King brand itself was still lacking momentum and it was unclear if its celebrity-heavy ad campaign would work.

                                                Published 25 Jun 2018

                                                Reference 6402

                                                Topic Marketing

                                                Industry Restaurants,  Food and Beverages Production,  Health, Wellness and Fitness

                                                Region Global

                                                View case

                                                Can 3G Capital Make Burger King Cool Again? Brand Building under Zero-based Budgeting

                                                Add to cart popular extra
                                                Four years after acquiring the business, 3G Capital had managed to put Burger King back in growth mode. However, the Burger King brand itself was still lacking momentum and it was unclear if its celebrity-heavy ad campaign would work.
                                                  View case

                                                  Candy Crush? Aligning Health, Business and Pleasure in the Chocolate Industry

                                                  By  Pierre Chandon,  Laura Heely
                                                  Add to cart popular award extra
                                                  After winning important battles against soda, governments and health activists are targeting chocolate bars because of their high sugar content, and some, like the UK government in 2017, have set strict targets on the amount of sugar and calories that can be contained in each chocolate bar.

                                                    Published 06 Jun 2018

                                                    Reference 6317

                                                    Topic Marketing

                                                    Industry Dairy,  Food and Beverages Production

                                                    Region Europe

                                                    View case

                                                    Candy Crush? Aligning Health, Business and Pleasure in the Chocolate Industry

                                                    Add to cart popular award extra
                                                    After winning important battles against soda, governments and health activists are targeting chocolate bars because of their high sugar content, and some, like the UK government in 2017, have set strict targets on the amount of sugar and calories that can be contained in each chocolate bar.
                                                      View case

                                                      Who's #1: INSEAD, Harvard, Wharton, LBS? (A): Designing Research to Measure the Strength of Business Schools Brands

                                                      By  Joerg Niessing,  Pierre Chandon
                                                      Add to cart popular award extra

                                                      In 2017, the Financial Times ranked INSEAD the #1 MBA programme in the world for the second year in a row.

                                                        Published 11 Oct 2017

                                                        Reference 6198

                                                        Topic Marketing

                                                        Industry Higher Education

                                                        Region Global

                                                        View case

                                                        Who's #1: INSEAD, Harvard, Wharton, LBS? (A): Designing Research to Measure the Strength of Business Schools Brands

                                                        Add to cart popular award extra

                                                        In 2017, the Financial Times ranked INSEAD the #1 MBA programme in the world for the second year in a row.

                                                          View case

                                                          L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai

                                                          By  Haiyang Yang,  Pierre Chandon
                                                          Add to cart popular award extra
                                                          Yue Sai is L’Oreal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer.

                                                            Published 07 May 2013

                                                            Reference 5960

                                                            Topic Marketing

                                                            Industry Cosmetics,  Luxury Goods and Jewelry

                                                            Region Asia

                                                            View case

                                                            L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai

                                                            Add to cart popular award extra
                                                            Yue Sai is L’Oreal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer.
                                                              View case

                                                              Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category

                                                              By  Yakov Bart,  Pierre Chandon,  Steven Sweldens,  Raquel Seabra de Sousa
                                                              Add to cart popular award extra
                                                              Paulo Pereira da Silva, a Swiss-trained physicist and CEO of Renova, a privately-owned Portuguese paper company, was attending a Cirque du Soleil show when he first came up with the idea of black toilet paper. To see how far-fetched the idea is, bear in mind that toilet paper is a highly commoditized category with sluggish growth and little innovation.

                                                                Published 28 Jun 2010

                                                                Reference 5685

                                                                Topic Marketing

                                                                Industry Consumer Goods

                                                                Region Europe

                                                                View case

                                                                Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category

                                                                Add to cart popular award extra
                                                                Paulo Pereira da Silva, a Swiss-trained physicist and CEO of Renova, a privately-owned Portuguese paper company, was attending a Cirque du Soleil show when he first came up with the idea of black toilet paper. To see how far-fetched the idea is, bear in mind that toilet paper is a highly commoditized category with sluggish growth and little innovation.
                                                                  View case

                                                                  Parfums Cacharel de l'Oréal 1997-2007: Decoding and Revitalizing a Classic Brand

                                                                  By  Pierre Chandon,  Klaus Wertenbroch,  Nicholas Rowell
                                                                  Add to cart popular extra
                                                                  Parfums Cacharel, a division of L’Oréal, used to have a dominating position on the European market with both the number one and number two best-selling fragrances: Anaïs Anaïs and Loulou. At the time of the case however, sales were declining at a rate of 15 % per year and Cacharel was a fragrance brand in need of a major revitalization.

                                                                    Published 30 Nov 2007

                                                                    Reference 4929

                                                                    Topic Marketing

                                                                    Industry Cosmetics,  Luxury Goods and Jewelry

                                                                    Region Europe

                                                                    View case

                                                                    Parfums Cacharel de l'Oréal 1997-2007: Decoding and Revitalizing a Classic Brand

                                                                    Add to cart popular extra
                                                                    Parfums Cacharel, a division of L’Oréal, used to have a dominating position on the European market with both the number one and number two best-selling fragrances: Anaïs Anaïs and Loulou. At the time of the case however, sales were declining at a rate of 15 % per year and Cacharel was a fragrance brand in need of a major revitalization.
                                                                      View case

                                                                      Unilever in Brazil 1997-2007: Marketing Strategies for Low-Income Consumers

                                                                      By  Pedro Pacheco Guimaraes,  Pierre Chandon
                                                                      Add to cart popular award extra
                                                                      Unilever is a solid leader in the Brazilian detergent powder market with an 81% market share.

                                                                        Published 01 Feb 2004

                                                                        Reference 5188

                                                                        Topic Marketing

                                                                        Industry Consumer Goods

                                                                        Region South America

                                                                        View case

                                                                        Unilever in Brazil 1997-2007: Marketing Strategies for Low-Income Consumers

                                                                        Add to cart popular award extra
                                                                        Unilever is a solid leader in the Brazilian detergent powder market with an 81% market share.
                                                                          View case

                                                                          Diesel for Successful Living: Branding Strategies for an Up-market Line Extension in the Fashion Industry

                                                                          By  Vadim Grigorian,  Pierre Chandon
                                                                          Add to cart popular award extra
                                                                          Renzo Rosso, the president and founder of Diesel SpA, the innovative Italian casual wear company famous for its controversial 'For Successful Living' advertising campaign, is pondering how to brand its new upscale line of clothing: StyleLab.

                                                                            Published 01 Jan 2004

                                                                            Reference 4948

                                                                            Topic Marketing

                                                                            Industry Apparel and Fashion

                                                                            Region Europe

                                                                            View case

                                                                            Diesel for Successful Living: Branding Strategies for an Up-market Line Extension in the Fashion Industry

                                                                            Add to cart popular award extra
                                                                            Renzo Rosso, the president and founder of Diesel SpA, the innovative Italian casual wear company famous for its controversial 'For Successful Living' advertising campaign, is pondering how to brand its new upscale line of clothing: StyleLab.
                                                                              View case
                                                                              Food and Obesity