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。
Charles Schwab Corp.: Introducing a New Brand
內容大綱
As the financial services industry converges, how should Charles Schwab, widely known as a discount brokerage firm, position its brand? This case presents elements of the company's overall brand strategy--including brand assets, choice of target audience, and media message.