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MoneyTap: Brand Positioning and Architecture for a Fintech Venture
內容大綱
The founders of the app-based credit line MoneyTap shared a vision of creating an inclusionary multi-product banking experience. The company’s gross revenue had surged from its first year, but while the business was doing well, growth was not coming easy because of intense competition. The organization wanted to expand its offerings to include a pay-later feature, credit cards, and digital savings and become India’s first full-stack neobank. The team’s current brand, MoneyTap, was a personal credit-line brand, and to expand it to a full-service neobank required a new brand strategy and a rethinking of the brand architecture. While branding and its concepts were perceived to be more applicable to consumer goods, the founders were convinced that their fintech start-up could only move to the next level by leveraging the inherent power of a strong brand.
學習目標
This case is designed for use in a marketing management course in an undergraduate, graduate, or executive program to highlight the concepts of brand positioning and brand architecture. It can also be used in a course on strategic brand management. <br><br>There are few cases of brand management from the fintech sector. This case is designed to highlight the importance of brand concepts in service organizations. Its primary focus is to appreciate the significance of brand positioning and understand the different models of brand architecture that align with brand strategy. After working through the case and assignment questions, students will be able to do the following:<br><br><ul><li>Explain the importance of leveraging the power of brand for business growth, such as growth of a fintech, which is rationale-driven.</li><li>Describe the process of evaluating various brand positioning concepts and choosing the one that is most suitable.</li><li>Define the factors that influence a brand’s ability to extend.</li></ul>