Kousi, SofiaMitzlaff, Joana Drago2024-09-232024-09-232023-05-312023-05-16http://hdl.handle.net/10362/172210The 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.engCase studyTaylor swiftBrand resonanceBrand loyaltyCustomer based brand equityBrand revitalizationBrand reinforcementmaster thesis203517598