... at: glyn.atwal@bsb-education.com Taylor Swift Brand communities Relationship marketing Experiential marketing Personality branding Brand architecture Brand equity Entertainment Taylor Swift is one of the most successful global musical artists. Taylor Swift’s “Eras Tour” made history...

... Director of JK Masale, contemplated to venture in Southern India and introduce new product categories. The case delves into one of the major challenges faced by JKM over the brand architecture and labelling across product categories. Thus, the case provides an excellent opportunity for budding...

..., and availability To analyse the impact of brand architecture on brand equity The following questions can be used as standalone assignment questions or pre-reading in preparation for the case. How does Inverroche remain competitive in a saturated market? How could Inverroche have scaled their brand...

... as a considered response to the market conditions. As competitive conditions and consumers evolve, changes in branding strategy will be necessitated. The students are expected to have basic knowledge of brand architecture and brand strategies. The case can be used to illustrate the brand relationship spectrum...

... or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the Kellogg School of Management. Product Branding Product Positioning Brand Architecture Sub-Branding Ingredient Branding Enterprise Software Value Proposition Design Technology Marketing...