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Compact case
Case
-
Reference no. 519-0174-1
Subject category: Marketing
Published by: Amity Research Centers
Published in: 2019

Abstract

This compact case provides Executive Boardroom as well as PG and UG participants' of Strategy, General Management, and Brand Management courses, scope to examine, discuss and learn issues related to corporate branding, positioning and rebranding. The case can also be used for Crisis Management course participants as a PR exercise. Facebook Inc (Facebook) had been a leading social media player since 2004. Facebook also owned and operated Instagram, WhatsApp, Oculus, Workplace, Portal, and Calibra platform brands. To strengthen its brand connections between its subsidiary brands and in order to distinguish itself, Facebook announced the creation of a new logo to be more transparent; to better communicate its ownership structure, amidst host of controversies, advertising scandals, congressional hearings, national inquiries and other debacles. Branding, PR and Design experts reacted differently to Facebook's corporate branding and rebranding exercise, some even terming it as 're-arranging the chairs on the deck of Titanic'.

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

Featured companies

Facebook, Inc
Employees:
10000+
Type:
Public company
Industry:
Technology
Facebook
Type:
Public company
Industry:
Social media

Featured protagonists

  • Mark Zukerberg (male), Founder and CEO
  • Antonio Lucio (male), Global CMO

About

Abstract

This compact case provides Executive Boardroom as well as PG and UG participants' of Strategy, General Management, and Brand Management courses, scope to examine, discuss and learn issues related to corporate branding, positioning and rebranding. The case can also be used for Crisis Management course participants as a PR exercise. Facebook Inc (Facebook) had been a leading social media player since 2004. Facebook also owned and operated Instagram, WhatsApp, Oculus, Workplace, Portal, and Calibra platform brands. To strengthen its brand connections between its subsidiary brands and in order to distinguish itself, Facebook announced the creation of a new logo to be more transparent; to better communicate its ownership structure, amidst host of controversies, advertising scandals, congressional hearings, national inquiries and other debacles. Branding, PR and Design experts reacted differently to Facebook's corporate branding and rebranding exercise, some even terming it as 're-arranging the chairs on the deck of Titanic'.

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

Featured companies

Facebook, Inc
Employees:
10000+
Type:
Public company
Industry:
Technology
Facebook
Type:
Public company
Industry:
Social media

Featured protagonists

  • Mark Zukerberg (male), Founder and CEO
  • Antonio Lucio (male), Global CMO

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