個案資料
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Mastercard and Sonic Branding
內容大綱
It had been ten years since M. V. (Raja) Rajamannar became the chief marketing officer of Mastercard in 2013, and set out to transform marketing at the company from transactional to transcendental. He built the framework for Marketing 5.0 and propelled Mastercard to one of the top 10 most valuable brands in the world and the world’s number 1 audio brand four years in a row. Rajamannar now must decide what Mastercard’s future marketing strategy should be.
學習目標
This case is suitable for use in marketing classes at the undergraduate or graduate level (e.g., principles, marketing communications, consumer behaviour, branding, and advertising), for students that have a solid foundation in branding. It should be introduced as part of the discussion of executing a type of branding strategy. After working through the case and assignment questions, students should be able to:<ul><li>Understand and consider sonic branding as a technique growing in importance in marketing.</li><li>Understand and evaluate Mastercard’s sonic branding strategy.</li><li>Make recommendations on the future of Mastercard’s sonic branding strategy and tactics. </li><li>Consider more of a multisensory marketing approach (e.g., smell) and its potential role in consumer persuasion.</li><li>Recommend what Rajamannar’s Marketing 6.0 approach for Mastercard should be.</li></ul>