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In this case, students step into the shoes of a brand manager at UK-based online peer-to-peer lending company Zopa as she decides whether or not to recommend that the company undertake a brand redesign. Students are provided a brand design worksheet to help them understand the component parts of brand strategy and brand design and to help structure their assessment of Zopa's current brand. They are then challenged to consider if, to what extent, and how Zopa's brand design should change as a function of the company's brand strategy. Finally, they will learn a set of best practices, or guidelines, for approaching brand redesigns.
© The Kellogg School of Management at Northwestern University
2017
Cases are developed solely as the basis for class discussion. Cases are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management. Some details may have been fictionalized for pedagogical purposes. To order copies or request permission to reproduce materials, call 847.491.5400 or e-mail cases@kellogg.northwestern.edu. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of Kellogg Case Publishing.
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