Author Profile
Whitler, Kimberly A.
Assessing and Improving Digital Ability: Procter & Gamble's Approach to Raising Brands' Digital Competency
Whitler, Kimberly A. Wilder, F. D.
M-1035 | Published April 05, 2023 | 6 pages Technical Note
Collection: Darden School of Business
This technical note follows F. D. Wilder, who is being tasked with driving the Procter and Gamble's digital transformation effort. The cornerstone of the transformation would be “assessing and improvi... Read More
Athlete Brands: How to Benefit from Your Name, Image & Likeness
Whitler, Kimberly A. Hodgkins, Jay P.
M-1021 | Published July 28, 2022 | 80 pages Book
Collection: Darden School of Business
Whether it is practice or a game, successful athletes always have a strategy to make sure they achieve their goals. Preparing for NIL success by developing an athlete brand is no different—it requires... Read More
Mickey Mouse Takes a Stand: Does Sociopolitical Activism Change the Disney Story?
Whitler, Kimberly A. Goodman, Alex McNeilly, Mark Goodman, Adam
M-1031 | Published June 23, 2022 | 18 pages Case
Collection: Darden School of Business
This case presents the Walt Disney Company’s (Disney’s) involvement in Florida House Bill 1557, the Parental Rights in Education Act, known by opponents as the “Don’t Say Gay” bill. It can be used to ... Read More
Miche Mix: Designing a CMO Role
Whitler, Kimberly A. Fasano, Patrick
M-1029 | Published June 10, 2022 | 9 pages Case
Collection: Darden School of Business
This case introduces the concept of job design and provides students with an opportunity to learn about, deconstruct, and reconstruct a CMO role. Students will assume the part of Adrian Viesca, CEO of... Read More
Brand Purpose
Whitler, Kimberly A. Pohl, Mark
M-1016 | Published August 20, 2021 | 14 pages Technical Note
Collection: Darden School of Business
This technical note will help provide insight on what a brand purpose is, why it matters, and how companies can vary in their design and application of brand purpose. Since the concept of brand purpos... Read More
Branding the Master Brander (B): Implementing Procter & Gamble's Employer Brand
M-1005 | Published October 12, 2020 | 12 pages Case
Collection: Darden School of Business
This case provides students with a rare opportunity to understand the relationship between brand positioning design and delivery. While strategic challenges are often attractive to students, this case... Read More
Branding the Master Brander (A): Positioning Procter & Gamble's Employer Brand
M-1004 | Published October 12, 2020 | 17 pages Case
Collection: Darden School of Business
This case provides students with an opportunity to analyze and define a desired positioning for Procter & Gamble's (P&G's) US employer brand. In addition to enabling students to actively engage in ass... Read More
Employer Branding: What It Is and Why It Matters
Whitler, Kimberly A. Young, Sarah
M-1003 | Published September 30, 2020 | 11 pages Technical Note
Collection: Darden School of Business
This technical note outlines what an employer brand is, how it relates to a consumer brand, and why it matters. It allows students to be able to put their knowledge to the test by evaluating the attri... Read More
Conjoint Analysis: Estimating Consumer Preferences
Cian, Luca Anik, Lalin Kim, Tami Steenburgh, Thomas J. Whitler, Kimberly A. Ferrera, Ryan Hills, Winfred
M-1002 | Published August 03, 2020 | 8 pages Exercise
Collection: Darden School of Business
This exercise walks students through using conjoint analysis to determine customer preferences and price sensitivity using the example of car sales. It includes steps to determine attribute levels, ho... Read More
Brand Measurement Methods
Whitler, Kimberly A. Regan, Ellen
M-0920 | Published February 21, 2019 | 25 pages Technical Note
Collection: Darden School of Business
While the importance of developing a superior brand is a common goal across firms, a key challenge marketers face is the measurement of a brand. What does it mean to measure a brand? It is about the w... Read More
Developing a Superior Positioning Concept for a Product, Service, Idea, or Experience
M-0919 | Published September 05, 2018 | 12 pages Technical Note
Collection: Darden School of Business
While there are a number of courses focused on helping students create and perfect innovative new products, there remains a gap regarding how to create and perfect the idea—or the positioning behind t... Read More
Country Market Collection: A Case of Channel Conflict
Whitler, Kimberly A. Raggio, Randle D.
M-0942 | Published November 09, 2017 | 4 pages Case
Collection: Darden School of Business
Ashton Thyme, an upscale furniture boutique in Athens, Georgia, has been granted exclusive territory to sell antique-reproduction furniture from Country Market Collection. But a customer has found the... Read More
Exercise: Creating a Model of Consumer Behavior
Whitler, Kimberly A. Hammerle, Jude
M-0893 | Published December 19, 2016 | 3 pages Exercise
Collection: Darden School of Business
Converting myriad data into a simple, visual conceptual model is the basis for developing the ability to communicate consumer marketing insights up, down, and across the organization. This enables the... Read More
Developing a Marketing Technology Blueprint
Whitler, Kimberly A. Vaughan, Scott A.
M-0906 | Published December 08, 2016 | 8 pages Technical Note
Collection: Darden School of Business
This note introduces the concept of a marketing technology blueprint (MarTech Blueprint), instructs students how to create one, and gives real-world examples of how a MarTech Blueprint might be used. Read More
Build Your Brand with Social Media: How to Get Started Using Twitter
M-0913 | Published August 26, 2016 | 5 pages Technical Note
Collection: Darden School of Business
Although most people are consumers of social media, few understand how to leverage it to build a brand—whether it is their own brand or a firm's brand. Just as Wal-Mart customers are not experts at ma... Read More
Buick at a Crossroads: Building Brand Momentum
Whitler, Kimberly A. Yemen, Gerry Wells, Graham D.
M-0907 | Published August 02, 2016 | 27 pages Case
Collection: Darden School of Business
Few cases allow the student to understand the relationship between brand strategy, marketing strategy, implementation, and analysis. While some conceive of the process as being sequential, this case d... Read More
Developing a Superior Creative Brief
M-0891 | Published February 11, 2016 | 21 pages Technical Note
Collection: Darden School of Business
This technical note is designed to introduce the Creative Brief, a document that plays a crucial role in the process of converting marketing strategy into implementation. Many creatives believe that b... Read More
Developing a Superior Strategic Marketing Plan
M-0890 | Published February 11, 2016 | 17 pages Technical Note
Collection: Darden School of Business
While both management and marketing courses detail the importance of having a strategy, there is a dearth of tools available that can help students understand how to create a strategic plan—as well as... Read More
Developing a Superior Brand Essence Statement
M-0892 | Published February 04, 2016 | 12 pages Technical Note
Collection: Darden School of Business
Brands make promises to consumers, but where do these promises come from? How do brand teams decide what promise to make? This is where the brand essence statement (BES) comes in. It is a document, pi... Read More
A Note on Market Definition, Segmentation, and Targeting: Three (of Four) Steps in Developing Marketing Strategy
Moore, Marian Chapman Whitler, Kimberly A.
M-0895 | Published January 14, 2016 | 13 pages Technical Note
Collection: Darden School of Business
Marketing strategy, part of the marketing planning process, flows directly from a company's goals and helps define how the marketing organization will help the firm achieve its objectives. Marketing ... Read More
David's Bridal: Customer Relationship Management in the Digital Age
Whitler, Kimberly A. Farris, Paul W. Thompson, Sylvie
M-0899 | Published November 24, 2015 | 20 pages Case
Collection: Darden School of Business
This case replaces UVA-M-0837. It can be used in a variety of marketing and strategy classes to understand how (1) at a macro level, a shift in consumer and environmental factors can impact firm strat... Read More
A Strategic Marketing Plan to Successfully Deliver Your Professional Brand
M-0894 | Published October 20, 2015 | 7 pages Exercise
Collection: Darden School of Business
This exercise will help students understand how to develop a Strategic Marketing Plan: an essential skill, but one that many business, government, and organizational leaders are not equipped to develo... Read More
Your Professional Brand: Creating a Brand Essence Statement for Your Internship
Whitler, Kimberly A. Moore, Marian Chapman
M-0881 | Published October 19, 2015 | 3 pages Exercise
Collection: Darden School of Business
Although not all MBA students end up working in a marketing function and/or on a brand per se, all students will develop a professional brand, whether it is proactively built or created through happen... Read More
Your Professional Brand: Creating a Brand Essence Statement for Your Career
Whitler, Kimberly A. Moore, Marian Chapman
M-0887 | Published October 19, 2015 | 3 pages Exercise
Collection: Darden School of Business
Although not all MBA students end up working in a marketing function and/or on a brand per se, all students will develop a professional brand, whether it is proactively built or created through happen... Read More