Subject category:
Marketing
Published by:
Amity Research Centers
Length: 5 pages
Data source: Published sources
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Abstract
This compact case provides Executive Boardroom as well as PG and UG participants', scope to examine, discuss and learn how Mastercard Incorporated, the American multinational financial services corporation was going beyond traditional logos and marketing materials tapping the emerging trends to create success story for the brand. As a part of its marketing strategy, Mastercard first changed its logo in 2016. Later, faced with shrinking screens and attention spans, Mastercard boldly moved from symbol-only brand positioning to sonic branding. After tapping into the sight and sound domains, the brand had also intended to embark on the experiential journey of taste with 'The Taste of Mastercard'. With this premise, analysts wondered whether Mastercard on its uncharted journey to tap voice activated commerce, be able to build first-of-its-kind immersive, interactive experience and reach the targeted audiences, internationally.
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Time period
The events covered by this case took place in 2019.Geographical setting
Region:
World/global
Country:
India
About
Abstract
This compact case provides Executive Boardroom as well as PG and UG participants', scope to examine, discuss and learn how Mastercard Incorporated, the American multinational financial services corporation was going beyond traditional logos and marketing materials tapping the emerging trends to create success story for the brand. As a part of its marketing strategy, Mastercard first changed its logo in 2016. Later, faced with shrinking screens and attention spans, Mastercard boldly moved from symbol-only brand positioning to sonic branding. After tapping into the sight and sound domains, the brand had also intended to embark on the experiential journey of taste with 'The Taste of Mastercard'. With this premise, analysts wondered whether Mastercard on its uncharted journey to tap voice activated commerce, be able to build first-of-its-kind immersive, interactive experience and reach the targeted audiences, internationally.
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Settings
Time period
The events covered by this case took place in 2019.Geographical setting
Region:
World/global
Country:
India