... Limited Licensed re-use rights only 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...

...Caren Brenda Scheepers; Michele Ruiters; Morris Mthombeni Learning outcomes The learning outcomes of this study are as follows: 1. comprehending foundational dimensions of brand equity and criteria to compare the use of traditional and new media in leading brand communication appropriateness...

...Tal Peer; Mignon Reyneke Subject area of the teaching case: It is well suited for short courses focussed on brand equity or marketing. Student level: This teaching case is specifically aimed at postgraduate students completing a management diploma or a professional development course. Brief...

...Kyle Dutton; Mignon Reyneke Subject area of the teaching case: This teaching case is well suited for short courses focussed on brand equity or marketing. It explores the following themes: Premium brand equity: managing the brand in different markets, and the process involved in finding...

... equity, image and identity, creating a strategic advantage against competition. The case had a deep-rooted theoretical association with a theory such as the triple bottom line theory (three Ps: profit, people and planet) on CSR. The case helps to understand and clarify the role of CSR in brand equity...

... iconic brand, and its struggle to stay relevant. This sets the stage for Gap's rebranding exercise, which included an attempt at changing their iconic logo. This case provides students with the opportunity to learn about brand life cycles and the implications of a logo change for brand equity, brand...

... be very exciting, affordable and successful media. Expected learning outcomes With the help of this case, students would learn about customer-based brand equity model and its factors. The case would also help to understand the challenges of brand building in retail in a country like India. It also...