Author: Bhanvi
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What makes Nike… NIKE?
The Core Question Nike is one of the few brands that doesn’t need to be explained. It is felt. A swoosh, a sentence, or the face of an athlete is enough to unlock emotions like ambition, discipline, resilience, defiance, belief. This case study explores the deepest strategic question: What makes Nike… NIKE? Why does a…
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Aēsop – Brand strategy & Identity case study
A study of how a pharmacy-like brand became a global symbol of intellectual luxury.
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Identity, Culture, and the Stories We Choose to Belong To
Identity has always been a slow construction. It grows through childhood memories, first friendships, private rituals, and the invisible forces of culture that shape how we see ourselves. Yet somewhere along the way, brands began to participate in this construction. Not by accident, but by intention. A brand is no longer just a product. It…
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The Quiet Psychology of Consumer Behaviour
We like to believe that our choices are deliberate. That we pick a brand because we’ve compared, reasoned, evaluated. Yet most decisions are quiet stories we tell ourselves without ever speaking them aloud. Consumer behaviour isn’t loud. It rarely announces itself. It moves in small, invisible shifts: a colour that feels familiar, a texture that…
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Blue Tokai: A Brand Strategy Deep Dive
Introduction — How Blue Tokai Rewired India’s Coffee Culture Before Blue Tokai, India’s relationship with coffee was simple and functional. Most consumers bought instant mixes, enjoyed classic South Indian filter coffee, or treated CCD and Starbucks as occasional lifestyle outings. Specialty coffee existed—but quietly, tucked away in small roasting units and hobbyist circles. Blue Tokai…
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Nespresso: A Narrative Brand Case Study on Luxury, Rituals, and Cultural Meaning
Nespresso is not just a coffee brand. It is a cultural construction built on symbols, rituals, and a carefully manufactured sense of refined living. When it entered the market, Nespresso did not compete with instant coffee or baristas. It created a new symbolic category where coffee became an expression of identity, taste, and cultural capital.…
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Starbucks: A Brand Strategy Deep Dive
Introduction: How Starbucks Became a Global Ritual Starbucks did not just sell coffee — it redesigned how the world experiences it. Before the 1990s, coffee was a utilitarian product: cheap, quick, and rarely emotional. Starbucks turned it into a premium cultural ritual. The brand’s true power lies in transforming an ordinary beverage into a lifestyle…