Kellogg News

Bay Area winter quarter marks the latest evolution in the expansion of innovation offerings

Consumer decision-making is dramatically more circuitous than it once was. As part of the Marketing at the Leading Edge series, Kevin McTigue discussed how to make inroads amid the seeming chaos

News & Events

How Much Is Twinkies Worth?


1/22/2013 - Professor of Marketing Alexander Chernev comments on the potential worth of an iconic brand like Twinkie. From the article: “The value of a brand is what the company that acquires it decides to do with it,” says Alexander Chernev, a marketing professor at Northwestern’s Kellogg School of Management …If, for example, a corporation decides to acquire Twinkies merely to keep selling the same product to the same retailers in the same locations, then the winning bid may not be much – likely less than $50 million, Chernev predicts. On the other hand, he says, if a company with experience reviving flagging but iconic brands decides to bid — perhaps deciding that the Twinkies brand can be made bite size, or turned into a new line of ice cream products — then the winning bid will likely be higher.