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Case
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Reference no. 9-502-020
Subject category: Marketing
Authors: David Kiron (Harvard Business School); Rajiv Lal (Stanford Graduate School of Business, Stanford University)
Published by: Harvard Business Publishing
Originally published in: 2001
Version: 26 November 2001
Length: 27 pages
Data source: Field research
Topics: Advertising campaigns; Advertising strategy; Brand management; Communication strategy; Customer service; Financial services; Marketing planning; Marketing strategy
Share a link: https://casecent.re/p/41391
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Abstract

As the financial services industry converges, how should Charles Schwab, widely known as a discount brokerage firm, position its brand? This case presents elements of the company''s overall brand strategy--including brand assets, choice of target audience, and media message.; Provides students with tools for understanding brand management and exploring growth opportunities.
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Abstract

As the financial services industry converges, how should Charles Schwab, widely known as a discount brokerage firm, position its brand? This case presents elements of the company''s overall brand strategy--including brand assets, choice of target audience, and media message.; Provides students with tools for understanding brand management and exploring growth opportunities.

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Sorry, this product has no related items.