Coverart for item
The Resource Zopa : time for a brand redesign?, Neal Roese, Andrea Meyer

Zopa : time for a brand redesign?, Neal Roese, Andrea Meyer

Label
Zopa : time for a brand redesign?
Title
Zopa
Title remainder
time for a brand redesign?
Statement of responsibility
Neal Roese, Andrea Meyer
Creator
Contributor
Author
Subject
Genre
Language
eng
Summary
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
Member of
Cataloging source
CaToSAGE
http://library.link/vocab/creatorName
Roese, Neal
Dewey number
658.827
Illustrations
illustrations
Index
no index present
LC call number
HF5415.1255
LC item number
.R64 2017
Literary form
non fiction
Nature of contents
dictionaries
http://library.link/vocab/relatedWorkOrContributorName
Meyer, Andrea
Series statement
SAGE Knowledge. Cases
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • Strategic planning
  • Zopa
Target audience
specialized
Label
Zopa : time for a brand redesign?, Neal Roese, Andrea Meyer
Instantiates
Publication
Note
  • Originally Published InRoese, N., & Meyer, A. (2017). Zopa: Time for a brand redesign? 5-317-503. Evanston, IL: Kellogg School of Management at Northwestern University
  • 2Teacher Notes for Sage Business Cases are available for academic staff. Contact the Liaison Librarian for Business and Management for details3
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
SAGE000005829
Extent
1 online resource
Form of item
online
Isbn
9781526463326
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations.
Specific material designation
remote
Label
Zopa : time for a brand redesign?, Neal Roese, Andrea Meyer
Publication
Note
  • Originally Published InRoese, N., & Meyer, A. (2017). Zopa: Time for a brand redesign? 5-317-503. Evanston, IL: Kellogg School of Management at Northwestern University
  • 2Teacher Notes for Sage Business Cases are available for academic staff. Contact the Liaison Librarian for Business and Management for details3
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
SAGE000005829
Extent
1 online resource
Form of item
online
Isbn
9781526463326
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations.
Specific material designation
remote

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