The case examines the decision of an iconic association on whether or not to undertake a branding initiative. West Point has played an integral role in America's history. It's one of the country's earliest institutions of higher learning and is recognized for producing company leaders, political, and notable military. In the increasingly competitive environment of higher education, the Manager of Strategic Communications at the U.S. Military Academy is faced with a choice on whether or not to invest resources in a rebranding effort.
Over the course of the history of the school, several different logos have come into existence and guidance or little uniformity for use exists. Data from a recent consumer survey offers some insight for the decision maker to contemplate, as does the school's recent appearance on the cover of Forbes' magazine as the number one undergraduate institution in the country. Numerous stakeholders, custom, the competitive environment, and resource constraints all factor into the decision making procedure.
The U.S. Military Academy at West Point Case Study Solution
PUBLICATION DATE: August 29, 2011 PRODUCT #: 512012-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
Related Case Solutions & Analyses:
Sunshine Builders Inc.
Victoria Chemicals Merseyside Project
Ivey School of Business: The Doctoral Tracking Database
Baleno: Expanding Retail Operations in China
Social Media: A Tool for Open Innovation
Blue Mountain Resorts Ltd.: The Night Skiing Decision
Ferro Industries – Exporting Challenge in a Small Firm
The Beer Cases (C): Tsingtao Brewery
Singapore Airlines: Customer Service Innovation
Always the Sun: A Case for Solar Energy
