rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Zopa
    sub title: time for a brand redesign?
  name:
    name part: Roese, Neal
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: Meyer, Andrea
    role:
      role term: author.
  type of resource: text
  genre: Electronic books.
  genre: Case studies
  genre: Case studies.
  genre: Études de cas.
  origin info:
    place:
      place term: enk
    date issued: 2017
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online resource : illustrations.
  abstract: 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.
  target audience: specialized
  note: Neal Roese, Andrea Meyer.
  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.
  subject:
    name:
      name part: Zopa
    genre: Case studies
  subject:
    topic: Branding (Marketing)
    genre: Case studies
  subject:
    topic: Strategic planning
    genre: Case studies
  subject:
    topic: Stratégie de marque
    genre: Études de cas
  subject:
    topic: Planification stratégique
    genre: Études de cas
  subject:
    topic: Branding (Marketing)
  subject:
    topic: Strategic planning
  classification: HF5415.1255 .R64 2017
  classification: 658.827
  related item:
    title info:
      title: SAGE Knowledge. Cases
  identifier: 9781526463326
  identifier: 1526463326
  identifier: http://proxy.library.tamu.edu/login
  record info:
    record content source: SGPBL
    record creation date: 190104
    record change date: 20240923171836.3
    record identifier: in00005497761
    language of cataloging:
      language term: eng