Bel Brand: The Laughing Cow Challenge

The case features Bel-Brand's efforts to position its flagship brand The Laughing Cow in the US. The challenges in this case are twofold. First, choose a viable position for a brand after a period of high growth following the South Beach Craze. The difficulty here is that the initial driver of the brand's position, the South Beach Craze, an environmental factor, is dwindling and is not sustainable. Second, the brand was receiving pressure from global stakeholders to try to unify the positioning in the US with the global brand positioning. These are both challenges that were faced by the marketing team and raised in the case.