#5 Land Rover North America, Inc. (1995). I've always liked Susan Fournier's work. If you are a brand fan, then you'll probably know her work on brand relationships. Here she writes an interesting case (with a lot of consumer behavior data) on Land Rover Discovery. There are super discussions to be had here on brand personality and managing brand equity across borders.
#4 Coca-Cola's New Vending Machine: Pricing to Capture Value or Not? (2000) Here's another oldie but a goodie. This 9 pager brings issues related to value, public relations and pricing through Coke's drink machine that changes price based on the temperature. You don't see many of these drink machines around- and this case lays out simple communication and pricing issues in an easy-to-digest format.
#3 Lufa Farms. (2013) Lufa is a very interesting company founded by its CEO Mohammed Hage.
The company develops farms on commercial rooftops. The case tackles how to scale and a capital intensive entrepreneurial company with a superior (fruit and vegetable) offering. I'm a little biased to this one too for a few reasons. 1) Lufa Farms is a Canadian company. 2) The CEO is a great guy (the team is nice too!). 3) Check the authors and you'll figure out bias #3.
"Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages",
what I really like about the case is that it cuts to the heart of brand values- and what constitutes a "global brand", if there really is such a thing. The case being from 1995 isn't such a bad thing either. Students can track the "values" via advertising in international markets over the last 20 years.