個案資料

In May 2017, The White Dog Cafe (White Dog) had been under new ownership for seven years, had opened two new locations, and had continued most of the initiatives that had made it one of the most well-respected and sustainably run restaurants in the United States. But the restaurant was still relatively unknown. How could White Dog’s director of marketing convince owner Marty Grims that a brand management agency could help the White Dog brand evolve to meet the expectations of an increasingly sophisticated marketplace?

The case is best suited to a mid-level or an upper-level undergraduate course in marketing or marketing management. It is also appropriate for undergraduate courses on product development, brand management, marketing management, ethics/social responsibility, leadership, and marketing strategy. The case could also be utilized in an introductory-level MBA marketing or management class. After working through the case, students should be able to do the following:<ul><li>Understand and be able to differentiate between the concepts of brand, brand identity, brand equity, and value proposition.</li><li>Understand that brand meanings are not static, and that they need to evolve as situations and the market evolve.</li><li>Understand how an organization delivers the value proposition to the customer and the importance of making changes to each part of the marketing strategy when doing so.</li><li>Understand some of the complexities in transferring ownership from one highly regarded, socially and environmentally aware business owner to another.</li></ul>

• sustainability, brand identity, brand eq