Subject category:
Marketing
Published in:
2024
Length: 6 pages
Data source: Field research
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https://casecent.re/p/199348
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Abstract
This is part of a case series. The Palau de la Musica Catalana case is about the choice of a new logo for a top cultural institution in Barcelona in the aftermath of a major reputational crisis. Case A considers the organizational and strategic aspects of the decision. Case B covers the next logical steps: the operational communication, with an emphasis on graphic design. It aims to teach students the relationship between the textual elements of a brand strategy and the visual elements that are going to communicate this strategy. Most marketing assignments are always focused on textual material (eg positioning statement, bull-eye, brand identity prism...), but at the end of the day, professionals always work with graphic designers to translate these statements into something visual. The key issue here is a choice between two logos as part of a post-crisis rebranding. The Case A covers the crisis and the strategic part of the rebranding happening about 10 months before the present case. This second case is set later, when the agency makes suggestions of a new logo.
Teaching and learning
This item is suitable for postgraduate courses.Geographical setting
Region:
Europe
Country:
Spain
Location:
Barcelona
Featured company
Palau de la Música Catalana
Type:
Non-profit
Industry:
Musical theatre, entertainment
Other keywords:
Concert hall; UNESCO site
Featured protagonist
- Judith Pi i Riubrugent (female), Head of Communication
About
Abstract
This is part of a case series. The Palau de la Musica Catalana case is about the choice of a new logo for a top cultural institution in Barcelona in the aftermath of a major reputational crisis. Case A considers the organizational and strategic aspects of the decision. Case B covers the next logical steps: the operational communication, with an emphasis on graphic design. It aims to teach students the relationship between the textual elements of a brand strategy and the visual elements that are going to communicate this strategy. Most marketing assignments are always focused on textual material (eg positioning statement, bull-eye, brand identity prism...), but at the end of the day, professionals always work with graphic designers to translate these statements into something visual. The key issue here is a choice between two logos as part of a post-crisis rebranding. The Case A covers the crisis and the strategic part of the rebranding happening about 10 months before the present case. This second case is set later, when the agency makes suggestions of a new logo.
Teaching and learning
This item is suitable for postgraduate courses.Settings
Geographical setting
Region:
Europe
Country:
Spain
Location:
Barcelona
Featured company
Palau de la Música Catalana
Type:
Non-profit
Industry:
Musical theatre, entertainment
Other keywords:
Concert hall; UNESCO site
Featured protagonist
- Judith Pi i Riubrugent (female), Head of Communication