A real estate investment trust operations and is considering whether to pursue branding as a strategic investment. By interpreting the event data and video from focus groups, students infer the consumer (cognitive, psychological, and economic), environmental and social factors conducive to branding, which illuminate their understanding when it makes sense to brand. Analysis of extensive survey data allows students to examine the secondary question as bra … Read more »

A real estate investment trust operations and is considering whether to pursue branding as a strategic investment. By interpreting the event data and video from focus groups, students infer the consumer (cognitive, psychological, and economic), environmental and social factors conducive to branding, which illuminate their understanding when it makes sense to brand. Analysis of extensive survey data allows students to the secondary question of how brand to consider how to formulate brand positioning recommendations. Including color exhibits.
To maximize their effectiveness, color cases should be printed in color.
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from
Susan Fournier
Source: Harvard Business School
30 pages.
Publication Date: Jan 14, 2000. Prod #: 500053-PDF-ENG
Security Capital Pacific Trust: A Case for branding solution HBR case