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Prize winner
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2000
Version: 31 October 2001
Revision date: 15-May-2019
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

A real estate operations and investment trust is considering whether it should pursue branding as a strategic investment. Through interpretation of case data and video from focus groups, students deduce the consumer (cognitive, psychological, and economic), environmental, and company factors that are conducive to branding, thereby illuminating their understanding of when it makes sense to brand. Analysis of extensive survey data allows students to consider the secondary question about how to brand as they formulate brand-positioning recommendations.
Location:
Size:
USD300 million revenues, 1,200 employees
Other setting(s):
1996-1997

About

Abstract

A real estate operations and investment trust is considering whether it should pursue branding as a strategic investment. Through interpretation of case data and video from focus groups, students deduce the consumer (cognitive, psychological, and economic), environmental, and company factors that are conducive to branding, thereby illuminating their understanding of when it makes sense to brand. Analysis of extensive survey data allows students to consider the secondary question about how to brand as they formulate brand-positioning recommendations.

Settings

Location:
Size:
USD300 million revenues, 1,200 employees
Other setting(s):
1996-1997

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