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Topics: Brand, Brand management, Branding Pages: 7 (1443 words) Published: September 20, 2013


Strategic Brand Management
MKTG 532, Section 201

Fall, 2012 Professor Ralph Oliva

Case Overview/Selection/Assignments
BrandScape Dates and Assignments

Because of the tight seven-week scheduling of this course, we need to arrange for teams and team assignments for both the BrandScape and Case Assignments right away. To facilitate this process, the assignments and dates are outlined here. Please, as soon as is possible, sign up for the BrandScape date as well as the case of your choice.

Please indicate your team by name, names of all team members, and your preferences with #1 (Most Desired) through and including - #5 (Least Desired.) If you’re not yet on a team, please let me know, along with your preferences.

I’ll try to accommodate preferences as much as I can. (On the other hand, I will need your forbearance, because it usually is not possible to give everyone their first choice.)

Team Name: _______________________________________________

Team Members:____________________________________________________

_____________________________________________________________

BrandScape Dates/Assignments.
(Be Sure to check the brand you select with Dr. Oliva)

BrandScape 1, Wednesday, November 7, 2012Preference # _______(1Most Desired-5 Least)

BrandScape 2, Monday, November 12, 2012Preference # _______

BrandScape 3, Monday, November 26, 2012 Preference # _______

BrandScape 4, Monday, December 3, 2012 Preference # _______

BrandScape 5, Monday December 10, 2012Preference # _______

BrandScape 6, (7) Wednesday, Dec. 12, 2012 Preference # _______ (Exam Day 10:30-12:00)

Cases – Descriptions/Dates/Assignments:

Case 1: Wednesday, October 31, 2012 Preference # ___________

“Building Brand Community on the Harley Davidson Posse Ride”, Harvard Business School, Case No. 9 – 501-015

A neat first case on how a powerhouse brand uses “community” and event marketing to build relationship with customers. …But – there are issues…Presenting Team: Be sure to pick up the video that goes with this case from Dr. Oliva

Key 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 mix? 2) How should the Posse Ride be designed to maximize its effectiveness and profit making potential, should you decide to keep it? 3) Do you see some “tensions” that are inevitable if they continue the rides? What are they? How would you handle them? 4) What is HOG’s role in developing community for the Harley Davidson brand? 5) What is your opinion of Harley Davidson strategy and performance in “getting close to its customers?”

Case 2: Monday, November 5, 2012 Preference # _____(1-5)

“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” can vary. This case explores the sorts of relationships different sorts of people (and different segments) have with their brand of coffee. It explores the often deeply personal side of Customer-Based Brand Equity. Interesting insights, and a chance to look at a qualitative, “ethnographic” study.

Note: This case is somewhat different in that it doesn’t invite one recommendation to the management team, but reflects on the nature of brand loyalty itself. All informants in the study you’ll be reading were recruited using the same criteria: They all stated that they were “brand loyal”.

Reflect on the following questions:

1) Is Tom brand loyal? Is Frank? Why or why not?
2) Are Charles and Anne loyal to their brands?
3) How is Wendy’s loyalty different from Sarah’s, or Pamela’s, if at all? 4) If you were a brand manager in the coffee category, which of the seven informants would you...
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