個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Delirio: Branding and Dancing during the Pandemic
內容大綱
Early in 2020, la Fundación Delirio (Delirio), a salsa dance, music, and circus arts show from Cali, Colombia, faced the abrupt and indefinite suspension of its presentations because of lockdowns associated with COVID-19. The general director and the staff who remained had to find new ways to connect with their audiences, relying on the strength of the brand, which help them stay afloat despite restrictions on live performances. However, when considering some of the alternatives to live performances, the general director also wondered about brand management: What impact might these short-term survival strategies have on the brand? What was going to happen to the artists?
學習目標
This case is suitable for undergraduate- and graduate-level courses on marketing in management studies, and it is particularly relevant for branding modules. The case could also be applied in a general management course. It analyzes how, by leveraging its brand’s strengths, a show business company copes with the restrictions imposed by the COVID-19 lockdowns. After working through the case and assignment questions, students will be able to<br><br\><ul><li>identify marketing concepts, especially those related to brand management in a real scenario;</li><li>explain how communication contributes to brand meaning;</li><li>discuss the impacts and implications of COVID-19 on the entertainment business; and</li><li>reflect on the power of brands by examining how brand equity leverages strategic decisions.</li></ul>