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Quaker Oats Company : fashioning a future for Aunt Jemima /

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...

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Bibliographic Details
Main Authors: Hennessey, Hailey (Author), Marino, Colton (Author)
Format: eBook
Language:English
Published: London : The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame, 2020.
Series:SAGE Business. Cases.
Subjects:
Quaker Oats Company > Case studies.
Jemima, > Aunt > Case studies.
Jemima, > Aunt.
Quaker Oats Company.
Corporations > Public relations > Case studies.
Corporate image > Case studies.
Branding (Marketing) > Case studies.
Sociétés > Relations publiques > Études de cas.
Entreprises > Image > Études de cas.
Stratégie de marque > Études de cas.
Branding (Marketing)
Corporate image.
Corporations > Public relations.
Electronic books.
Case studies.
Online Access:Connect to the full text of this electronic book
Description
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.
Item Description: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.
Physical Description:1 online resource : illustrations.
ISBN:9781529780673
1529780675