Black And Decker

Topics: Brand, Brand management, Branding Pages: 4 (933 words) Published: November 11, 2013

Case Overview and Thought Questions

> MKTG 534-301 – Fall 2012 – Exec MBA Program
Integrated Market Communications and Brand Management

Dr. Ralph Oliva

Note: Cases will be discussed in class – Please be sure to read all of them. Questions below will help in thinking through the implications of each case, and in preparing “Case Insights.” Each team should turn in at least 4 Case Insights – if more are submitted, the best 4 grades will be selected as part of your final grade (40%)

Case 1: (Saturday, 9/22/12) Harley-Davidson – “The Posse Ride”
Harvard Business School Case No. 9-501-015.

A neat first case on how a powerhouse brand uses “community” and community events to build relationships with its customers, and powerful brand loyalty and equity.

Questions to consider:

1. Your recommendation to the Harley-Davidson management team: Should Harley-Davidson continue to sponsor the Posse Ride? Why or why not? What role should the Posse Ride play in the HOG Events? 2. Do you see some “tensions” in a community event such as the posse ride – what are they and can you think of ways to manage them? 3. What are the business/other risks in an event of this sort? How would you manage them? 4. How should the Posse Ride be designed to maximize its effectiveness and profit potential, should you decide to keep it? 5. What is HOG’s role in developing community for the Harley-Davidson brand? 6. What is your opinion of Harley-Davidson’s strategy and performance in “getting close to its customers”? Are there issues hiding in there?

Case 2: (Saturday 9/22/12) “A Case for Brand Loyalty”
Harvard Business School, Case No. 9-598-023

An interesting discussion on the human side of brand loyalty, revealing the fact that the definition of brand loyalty itself is a matter of some controversy. This case explores the relationships different people (and different segments) have with their brand of coffee. It explores the often deeply...
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