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Long live taylor swift a case study on building and growing a brand through loyalty
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.77 MB | Adobe PDF |
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Resumo(s)
The present situation teaching case examines strategies used by singer/songwriter Taylor Swift
to obtain a loyal fan community and to instigate in-class discussion on building and maintaining
brand loyalty while balancing customer acquisition for growth. The case – developed using
primary and secondary data – highlights the issues of long-term brand building, addressing the
balance of retention and acquisition. It provides students with the necessary information to
analyze Swift’s strategies for building loyalty, diagnosing her problems in maintaining this
loyalty, and connecting with the younger GenZ audience, thus, urging students to develop ways
to maintain loyalty while investing in new customer acquisition.
Descrição
Palavras-chave
Case study Taylor swift Brand resonance Brand loyalty Customer based brand equity Brand revitalization Brand reinforcement