http://www.hbrcasesolutions.com/1543-Manchester_Products:_A_Brand_Transition_Challenge

Strategic Brand Management
MKTG 532, Section 201 Fall, 2012 Professor Ralph Oliva

Case Overview/Selection/Assignments
BrandScape Dates and Assignments

Because of the tight seven-week scheduling of this course, we need to arrange for teams and team assignments for both the BrandScape and Case Assignments right away.
To facilitate this process, the assignments and dates are outlined here. Please, as soon as is possible, sign up for the BrandScape date as well as the case of your choice.

Please indicate your team by name, names of all team members, and your preferences with #1 (Most Desired) through and including - #5 (Least Desired.) If you’re not yet on a team, please let me know, along with your preferences.

I’ll try to accommodate preferences as much as I can. (On the other hand, I will need your forbearance, because it usually is not possible to give everyone their first choice.)

Team Name: _______________________________________________

Team Members:____________________________________________________

_____________________________________________________________

BrandScape Dates/Assignments. (Be Sure to check the brand you select with Dr. Oliva)

BrandScape 1, Wednesday, November 7, 2012 Preference # _______(1Most Desired-5 Least)

BrandScape 2, Monday, November 12, 2012 Preference # _______

BrandScape 3, Monday, November 26, 2012 Preference # _______

BrandScape 4, Monday, December 3, 2012 Preference # _______

BrandScape 5, Monday December 10, 2012 Preference # _______

BrandScape 6, (7) Wednesday, Dec. 12, 2012 Preference # _______
(Exam Day 10:30-12:00)

Cases – Descriptions/Dates/Assignments:

Case 1: Wednesday, October 31, 2012 Preference # ___________

“Building Brand Community on the Harley Davidson Posse Ride”,
Harvard Business School, Case No. 9 – 501-015

A neat first case on how a powerhouse brand uses “community”