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Rebranding at Quaker Oats

by Charles Hofacker

Introduction

Joseph Miller, Mike Stanko and Mariam Diallo have written a case study around the Aunt Jemima brand

INTEREST CATEGORY: TEACHING AND LEARNING
POSTING TYPE: Resources

Author: Michael Stanko


Joseph Miller (St. Ambrose University), Mike Stanko (NC State University) and Mariam Diallo (a rising 2nd year MBA at NC State) have written a case study on Quaker Oats/PepsiCo’s rebranding of Aunt Jemima with a focus on the branding choice going forward and how a new brand could be a force for good. The case aims to foster business school conversations regarding race, corporate social responsibility and the power of brands to do good (and harm). In order to get this case study to faculty around the US (and the world) in time for the Fall semester, we’ve publicly posted it at:

https://www.researchgate.net/publication/342920772_Reckoning_with_Jemima

A teaching note is also available (instructions to access it are on the researchgate page). Given the current environment, the teaching note has a heavy emphasis on using this case through online delivery.