學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Rebranding the Tepper School of Business (B): “The Intelligent Future”
內容大綱
<div style="font-size: 0.93em; line-height: 1.4;"><p align="justify">This is the B-case for product W37078. Lynda Oliver and her team at the Tepper School of Business at Carnegie Mellon University developed the new slogan, "The Intelligent Future," to emphasize analytics, interdisciplinary learning, and human judgment in decision-making. This rebranding effort, supported by Dean Isabelle Bajeux-Besnainou, was aimed at positioning Tepper as forward-looking and innovative. The comprehensive rebranding included a new voice and tone guide, updated visual design, and a digital advertising campaign that highlighted Tepper's unique strengths. The new branding, launched in September 2021, garnered strong support from stakeholders and prospective students, effectively positioning Tepper among the nation's elite business schools.
學習目標
<div style="font-size: 0.95em; line-height: 1.4;"><p align="justify">This case is intended for use in undergraduate or postgraduate classes on marketing (positioning module) or brand management. After working through the case and assignment questions, students will be able to do the following:<br><br><ul><li>Understand the process for positioning/rebranding a brand, from marketing research to decision to implementation.</li><li>Understand the importance of knowing the target market and competitive positioning for determining a brand’s positioning.</li><li>Choose brand concepts and/or slogans that are differentiating and unique.</li><li>Understand the importance of a messaging hierarchy as well as voice and tone guides for a consistent marketing communications strategy.</li><li>Create sample ad copies based on a given messaging hierarchy.</li></ul>
涵蓋主題
- messaging hierarchy
- marketing research
- brand positioning
- competitive analysis
- rebranding process
- brand strategy
- slogan selection
- marketing strategy
- target market
- stakeholder alignment
- brand identity
- market differentiation
- advertising campaign
- brand messaging
- brand communication
- voice and tone
- Tepper School of Business
- business school branding
- brand development
- strategic positioning
- marketing implementation.