Real estate investment trust and is considering whether it should continue to branding as a strategic investment. Through the interpretation of the event data, and video of the focus groups, students derive consumers (cognitive, psychological, and economic), environmental, and business drivers of branding, thus describing their understanding of when it makes sense to brand. Analysis of extensive survey data allows students to consider the background of how the brand as they formulate brand positioning recommendations. Includes color exhibits.
To enhance their effectiveness, color cases should be printed in color. "Hide
by Susan Fournier Source: Harvard Business School 30 pages. Publication Date: January 14, 2000. Prod. #: 500053-PDF-ENG
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