{"id":14473,"date":"2020-11-12T09:13:34","date_gmt":"2020-11-12T14:13:34","guid":{"rendered":"https:\/\/business.cornell.edu\/centers\/sponsored-project\/brand-renewal-strategy\/"},"modified":"2026-08-03T11:47:58","modified_gmt":"2026-08-03T15:47:58","slug":"brand-renewal-strategy","status":"publish","type":"sponsored-project","link":"https:\/\/business.cornell.edu\/centers\/sponsored-project\/brand-renewal-strategy\/","title":{"rendered":"Brand Renewal Strategy"},"content":{"rendered":"\n<p><strong>Project<\/strong>: The Westbrae\u00ae brand was founded in the 1970s targeting the vegetarian market, but over the last few years it had suffered due to competition from private labels and major brands getting into natural and organic foods. As the Natural and Organic market became more mainstream, it was increasingly difficult for niche brands like Westbrae to maintain its past success. The SGE Immersion team explored Westbrae\u2019s emphasis on the vegetarian market to determine whether or not it was limiting growth and what opportunities there were to expand in other categories. They conducted an in\u2010depth category and channel analysis, as well as consumer research, to provide analysis and recommendations for the strategic direction for the Westbrae\u00ae brand.<\/p>\n","protected":false},"featured_media":14474,"template":"","meta":{"_acf_changed":false,"_links_to":"","_links_to_target":""},"sponsor_industry":[863,869],"sponsor_region":[879],"class_list":["post-14473","sponsored-project","type-sponsored-project","status-publish","has-post-thumbnail","hentry","sponsor_industry-consumer-products","sponsor_industry-food-beverage","sponsor_region-us-canada"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.2 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Brand Renewal Strategy - Centers &amp; Institutes<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/business.cornell.edu\/centers\/sponsored-project\/brand-renewal-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Renewal Strategy\" \/>\n<meta property=\"og:description\" content=\"Project: The Westbrae\u00ae brand was founded in the 1970s targeting the vegetarian market, but over the last few years it had suffered due to competition from private labels and major&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/business.cornell.edu\/centers\/sponsored-project\/brand-renewal-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"Centers &amp; Institutes\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-03T15:47:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/business.cornell.edu\/wp-content\/uploads\/sites\/6\/2026\/08\/PngItem_1608142_resized.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1\" \/>\n\t<meta property=\"og:image:height\" content=\"1\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/sponsored-project\\\/brand-renewal-strategy\\\/\",\"url\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/sponsored-project\\\/brand-renewal-strategy\\\/\",\"name\":\"Brand Renewal Strategy - Centers &amp; Institutes\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/sponsored-project\\\/brand-renewal-strategy\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/sponsored-project\\\/brand-renewal-strategy\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/business.cornell.edu\\\/wp-content\\\/uploads\\\/sites\\\/6\\\/2026\\\/08\\\/PngItem_1608142_resized.png\",\"datePublished\":\"2020-11-12T14:13:34+00:00\",\"dateModified\":\"2026-08-03T15:47:58+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/sponsored-project\\\/brand-renewal-strategy\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/sponsored-project\\\/brand-renewal-strategy\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/sponsored-project\\\/brand-renewal-strategy\\\/#primaryimage\",\"url\":\"https:\\\/\\\/business.cornell.edu\\\/wp-content\\\/uploads\\\/sites\\\/6\\\/2026\\\/08\\\/PngItem_1608142_resized.png\",\"contentUrl\":\"https:\\\/\\\/business.cornell.edu\\\/wp-content\\\/uploads\\\/sites\\\/6\\\/2026\\\/08\\\/PngItem_1608142_resized.png\",\"caption\":\"Hain Celestial Group logo\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/sponsored-project\\\/brand-renewal-strategy\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Brand Renewal Strategy\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/#website\",\"url\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/\",\"name\":\"Centers & Institutes at Cornell Business\",\"description\":\"Cornell SC Johnson College of Business\",\"alternateName\":\"C&I\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Brand Renewal Strategy - Centers &amp; Institutes","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/business.cornell.edu\/centers\/sponsored-project\/brand-renewal-strategy\/","og_locale":"en_US","og_type":"article","og_title":"Brand Renewal Strategy","og_description":"Project: The Westbrae\u00ae brand was founded in the 1970s targeting the vegetarian market, but over the last few years it had suffered due to competition from private labels and major&hellip;","og_url":"https:\/\/business.cornell.edu\/centers\/sponsored-project\/brand-renewal-strategy\/","og_site_name":"Centers &amp; Institutes","article_modified_time":"2026-08-03T15:47:58+00:00","og_image":[{"url":"https:\/\/business.cornell.edu\/wp-content\/uploads\/sites\/6\/2026\/08\/PngItem_1608142_resized.png","width":1,"height":1,"type":"image\/png"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/business.cornell.edu\/centers\/sponsored-project\/brand-renewal-strategy\/","url":"https:\/\/business.cornell.edu\/centers\/sponsored-project\/brand-renewal-strategy\/","name":"Brand Renewal Strategy - Centers &amp; Institutes","isPartOf":{"@id":"https:\/\/business.cornell.edu\/centers\/#website"},"primaryImageOfPage":{"@id":"https:\/\/business.cornell.edu\/centers\/sponsored-project\/brand-renewal-strategy\/#primaryimage"},"image":{"@id":"https:\/\/business.cornell.edu\/centers\/sponsored-project\/brand-renewal-strategy\/#primaryimage"},"thumbnailUrl":"https:\/\/business.cornell.edu\/wp-content\/uploads\/sites\/6\/2026\/08\/PngItem_1608142_resized.png","datePublished":"2020-11-12T14:13:34+00:00","dateModified":"2026-08-03T15:47:58+00:00","breadcrumb":{"@id":"https:\/\/business.cornell.edu\/centers\/sponsored-project\/brand-renewal-strategy\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/business.cornell.edu\/centers\/sponsored-project\/brand-renewal-strategy\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/business.cornell.edu\/centers\/sponsored-project\/brand-renewal-strategy\/#primaryimage","url":"https:\/\/business.cornell.edu\/wp-content\/uploads\/sites\/6\/2026\/08\/PngItem_1608142_resized.png","contentUrl":"https:\/\/business.cornell.edu\/wp-content\/uploads\/sites\/6\/2026\/08\/PngItem_1608142_resized.png","caption":"Hain Celestial Group logo"},{"@type":"BreadcrumbList","@id":"https:\/\/business.cornell.edu\/centers\/sponsored-project\/brand-renewal-strategy\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/business.cornell.edu\/centers\/"},{"@type":"ListItem","position":2,"name":"Brand Renewal Strategy"}]},{"@type":"WebSite","@id":"https:\/\/business.cornell.edu\/centers\/#website","url":"https:\/\/business.cornell.edu\/centers\/","name":"Centers & Institutes at Cornell Business","description":"Cornell SC Johnson College of Business","alternateName":"C&I","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/business.cornell.edu\/centers\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"}]}},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/business.cornell.edu\/centers\/wp-json\/wp\/v2\/sponsored-project\/14473","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/business.cornell.edu\/centers\/wp-json\/wp\/v2\/sponsored-project"}],"about":[{"href":"https:\/\/business.cornell.edu\/centers\/wp-json\/wp\/v2\/types\/sponsored-project"}],"version-history":[{"count":1,"href":"https:\/\/business.cornell.edu\/centers\/wp-json\/wp\/v2\/sponsored-project\/14473\/revisions"}],"predecessor-version":[{"id":14664,"href":"https:\/\/business.cornell.edu\/centers\/wp-json\/wp\/v2\/sponsored-project\/14473\/revisions\/14664"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/business.cornell.edu\/centers\/wp-json\/wp\/v2\/media\/14474"}],"wp:attachment":[{"href":"https:\/\/business.cornell.edu\/centers\/wp-json\/wp\/v2\/media?parent=14473"}],"wp:term":[{"taxonomy":"sponsor_industry","embeddable":true,"href":"https:\/\/business.cornell.edu\/centers\/wp-json\/wp\/v2\/sponsor_industry?post=14473"},{"taxonomy":"sponsor_region","embeddable":true,"href":"https:\/\/business.cornell.edu\/centers\/wp-json\/wp\/v2\/sponsor_region?post=14473"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}