Case 3 Assignment Brief

Case 3 Assignment Brief
GROBART, S., & Steverman, B. (2016). You Swiped My Heart. (cover story). Bloomberg Businessweek, 4492, 52–56. http://search.ebscohost.com.ezproxy.library.berke
http://web.a.ebscohost.com.ezproxy.library.berkeley.org/ehost/pdfviewer/pdfviewer?vid=12&sid=b4d3c8c3-fc4f-4ffd-864e-59530b227cc7%40sessionmgr4007#ley.org/login.aspx?direct=true&db=bsh&AN=118262379&site=ehost-live
This is an individual report.
• The report must be in the range of 800- 1,000 words. Be clear and concise. Repeating ideas unnecessarily can result in grade reduction.
• All sections must be authored. If multiple persons contributed to a section, name all contributors.
• Do not write out the data in sentence format. Use a table or chart and highlight the data if you are using data.
• Formatting and style guide is APA
• Ensure that all external sources are properly cited within the text and is referenced appropriately at the end of the paper, including course materials.

Additional References
For research on Credit Card industry in the US use Berkeley College database IBISWorld. The specific link https://my-ibisworld-com.ezproxy.library.berkeley.org/us/en/industry/52221/about and follow the links on the left pane.
Master of Science in Applied Psychology. Psychology of Success to Millennial Marketing. University of Southern California Dornsife. Retrieved July 10, 2020. https://appliedpsychologydegree.usc.edu/blog/psychology-of-successfully-marketing-to-millennials/
Appearance in the media
https://mediakix.com/blog/instagram-marketing-case-study-chase-sapphire-millennials/. Retrieved August 1, 2020.
Kheel, J. (July 17, 2020). Is the Chase Sapphire worth the Annual Fee? CNN Underscored. Retrieved https://www.cnn.com/2020/07/17/cnn-underscored/chase-sapphire-reserve-annual-fee/index.html
Shoates, K (July 28, 2016) PART 1: WHAT IS A LIFESTYLE BRAND? Retrieved from https://www.agroup.com/blog/what-is-a-lifestyle-brand

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CASE QUESTIONS
1) The Sapphire card is often labelled as a “Lifestyle” brand because it elicits/embodies the values and aspirations of its dominant users, especially the millennials and Generation X. “It helps people express who they are and empowers them to be who they want to be” engendering deep loyalty to these brands (Shoates 2016). Discover whether the Sapphire brand fits this description /conclusion by answering these questions:
a) How do customers assign values/meaning to this brand? What are the values/meaning they communicate brands and does the brand deliver?
2) Assess the brands tangible and intangible attributes that encourage storytelling? Do the customers have lifestyle stories that are being told?
3) How does the brand spawn a community merely through its adoption?
4) Explore the role of social media’s in the development of the Sapphire brand, especially as a life style brand.
a. What are the likely risks of being a life style brand? How can it limit the marketing management of the brand?

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