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1 – 2 of 2Nicolas Kervyn, Judith Cavazos Arroyo, Fernando Rey Castillo Villar and Rosa Andrea Gomez Zuñiga
Learning outcomes are as follows: understanding the difference between brand identity and brand image; applying various segmentation tools; understanding the appeal of the…
Abstract
Learning outcomes
Learning outcomes are as follows: understanding the difference between brand identity and brand image; applying various segmentation tools; understanding the appeal of the aspirational brand and its consequence on private and public consumption; exploring the strategic options available to a brand facing a brand appropriation; exploring the pros and cons of opposing a brand appropriation; and developing a plan for the implementation of this strategy.
Case overview/synopsis
This case will help students understand the difference between the brand identity that the brand owners intend and the brand image that consumers actually perceive.
Complexity academic level
This case is designed to be used in marketing management, brand strategy or consumer culture course. Specifically, the case is designed for college seniors or master students with basic strategic marketing training. It should provide the basis of discussions on the topics of brand management, consumer culture, brand portfolio management, international marketing, repositioning strategy, brand architecture, brand equity, brand assets, brand appropriation and consumer relationships with brands.
Supplementary materials
Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
CSS 8: Marketing
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Keywords
María de Guadalupe GG Gaytán-Jiménez, Carlos Eduardo López-Hernández and Jaqueline Cordero-Estefan
Students are expected to achieve identify the prerequisites and basic to an institutionalization process; prioritize strategic human resources processes as a basis for the growth…
Abstract
Learning outcomes
Students are expected to achieve identify the prerequisites and basic to an institutionalization process; prioritize strategic human resources processes as a basis for the growth of the company; analyze the importance of the stages in human resources management; define the areas of opportunity and their respective action plans; and propose the leadership skills that a leader requires.
Case overview/synopsis
Tramuntana® is a travel agency that stands out for being a prime service, which is promoted by its own customers. Its founder wishes to institutionalize his company. The main problem in which they face to grow and consolidate is to maintain their human resources, and in which they cannot be retained, and therefore, do not have a solid structure.
Complexity academic level
Undergraduate and Graduate School of Business and executive education.
Supplementary materials
Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
CSS 1: Accounting and Finance.
Details