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ISSN : 1229-8778
While Amway has sold daily necessities using unique selling method such as multi-level selling, it has recently developed the brand vision for Nutrilite and conducted the advertising campaign to communicate its vision to potential consumers. It is very unusual case that a company using a direct selling system is conducting advertising campaigns through mass media. This case introduced the overview of Amway business, analyzed the strategic rational for brand management from environmental change perspective(overall market environment, competitive situation, and distribution channel), and summarized the advertising strategy based on its brand vision. Finally this case evaluated the results of the advertising campaign and provided the directions for future brand management.
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