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how to execute a brands case study
  • Nov 2022
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how to execute a brands case study

30th November 2022

Master the art of reaching the core of a brand’s existence by doing a complete case study on them! Let's learn more!

No matter which field you belong to, chances are you have encountered the subject matter of case studies quite a few times in your academic life.

But how do you conduct a brand’s case study and gain complete insight into their work ethics, workforce, culture, vision, mission, etc?

It can get difficult to get access to a company's confidential information to do a detailed case study as professionals would do.

You must have observed how survey companies do extensive surveys and get their hands on confidential information about the company.

However, at an academic level, it is not possible to conduct such an in-depth survey.  This blog article is here to your rescue. The steps mentioned in this blog article will help you articulate a perfect case study for academic research purposes.

  1. Choosing brand to do a case study on even before you pick a brand as your final brand for a case study, you must ensure there is enough valid information available on the brand. Many brands are not very public about their information and do not give many details. You must do extensive research about details such as background, funding, business model, etc. 

  2. Understanding the Background of the Company: background and history are not necessarily the same thing. While learning about the background of a company may also, mean developing a summary or synopsis about what the company has been able to achieve so far, the history tells us about how the company was established and what was the idea behind establishing it, etc. while discussing the background of the company, you can talk about important detail such as why is the brand you are studying about popular, when was it established or founded, where is it based and which city, state, or country has its headquarters, where does it stand in the valuation list (how much is the brand worth), how many outlets do they have and how many products or services have they sold so far, etc. The background is almost like an overview of the brand before you get started with the details and explore more about it.

  3. History of the Brand: Now that you've given a solid overview of your brand’s background, you can start imploring the brand’s history. While discussing the history of the brand you must acknowledge important points like who is the founder of the brand and when and why did he/she come up with the brand, what the brand initially did and which products or services it started from, where its brand identity comes from, what its brand name, logo, tagline, etc mean, how did they grow and expand their business eventually, what were their most successful business ideas and models, etc. You will have to make sure you present the history in a precise way and do not end up plagiarising the entire wiki page of the brand to tell its history. A common mistake students make is making the history part of case studies super lengthy and losing the interest of the professor in reading any further. A company may have a long history of existence but every piece of information may not be crucial to be documented in the case study.

  4. Target Audience and Market Segmentation of the brand: suppose the brand you chose for your case study is a beauty brand, the target audience for the brand would mostly be females of the age group 16+ and above and the market segmentation would be the beauty and wellness market. Now the brand’s target audience will also be from urban sectors because the beauty brand operates through an e-commerce platform or website, etc. This is called researching your brand’s target audience and market segmentation. It is crucial to document your brand’s target audience and market segmentation because it gives you a deeper insight as to who the brand’s consumers are, why they prefer buying from the brand, etc. When a brand perfectly targets both the audience and the market, it becomes successful in capturing a space in the market and the audience’s buying behavior. 

  5. Decoding the Brand’s Business Model: it is important to understand and explain in detail the brand’s business strategy. How did the brand manage to achieve a strong and loyal customer base in such a short duration? What was their strategy? Were they aggressive in their marketing tactics?  Did they take special efforts in communicating with the brand’s audience? Did they host a lot of giveaways? Does the brand have a vastly loved celebrity endorsing them? These are strategies you must highlight while working on your case study. What was the peak moment in the brand’s life cycle? You must keep a close eye on these crucial elements.

  6. Funding of the brand: how did the brand manage to gain the status of a mid-level brand from a start-up? How did the founder manage to raise funds to start this brand? Did they open up their shares for public offering in the share market? Did they collaborate with other brands to grow? When you study a brand’s annual reports chances are you will be able to get your hands on this bit of information. Since the shareholders, stakeholders, investors, partners, parent company, or sister company, all have to be updated about how the company is up and running, facts and figures are something they look forward to the most. Where a brand is valued sets the tone for what would be the brand’s upcoming valuation shortly. People related to the brand are also interested in knowing about which brands could be collaborated with in the future, partnered with, whether more investors are willing to invest in the company, can the company is to share or increase its share in the stock market, etc. These are all crucial funding bits of information that are considered to be important in a brand’s case study.  Having an idea about the element of funding and how the company works makes your case study a solid one and you immediately gain respect for your professionalism in bringing facts and figures to the table. 

  7. Understanding the Peak of a brand’s life cycle- The Success: you must talk about how the brand rose to fame and achieved everyone’s attention. Here you can talk about all the smart moves that won the brand some brownie points up the ladder of success. Maybe getting a celebrity to endorse on board, having a witty inventory, smart production tactics, an efficient workforce that loves their jobs, an overflow of creative ideas, and the launch of new products or services, etc can be discussed under this point. Anything unique that worked for the brand to win the audience’s heart must be given credit for the success of the brand. You can talk about how a product by the brand got popular and became the go-to product for everyone or you could talk about how the brand engaged with its audience and took care of their needs, why the brand is successful, etc.

  8. Content Strategy used by the brand: Content is King and you must have noticed how some brands have an amazing audience engagement rate because of their content and witty ideas. Netflix is a prime example of having a killer content strategy. The Streaming Platform’s Social Media handles across the globe in different countries come up with relatable content ideas that resonate with the audience while also promoting their web series and originals, etc. Another example of a kickass content strategy would have to be Red-bull with its “Gives you Wings” content strategy winning hearts.  Many brands have successfully made room for themselves using smart copywriting, social media marketing, influencer marketing, etc. Having a good content strategy is important for gaining the audience’s attention toward your brand and getting them to talk about it. It is in a way an attempt to get organic reach where the audience genuinely gets hooked to your content strategy and gets interested in your brand. While conducting a case study, you must ensure you cover the brand’s content strategy. You will be able to link a connection between a successful audience engagement rate and an amazing content strategy by the brand. 

  9. Notable Campaigns by the Brand: it is extremely crucial to study the notable campaigns of a brand. Campaigns are sometimes a part of content strategy or can also be completely different from content strategy. campaigning does not necessarily have to have an online presence like social media marketing and digital marketing do. A brand could be campaigning by collaborating with another organization and working on some social cause or taking up certain challenges that resonate with their brand’s mission and vision statement, etc. A campaign by a brand could be an attempt to make a social commentary, bring a new perspective, promote a new thought process, etc. For example, we see this a lot in the case of female beauty brands wherein the brand is constantly trying to campaign about how women today are women of power, women of their own free will, independent, fierce, and strong women. This whole narrative is brought into the picture only because the brand's target audience has a female following and the brand wants to send across a strong message in favor of social change for its target audience specifically. This type of campaigning promotes that the brand thinks about its target audience and is trying to bring a change for them in society, plus the female following of the brand immediately develops a liking towards the way a brand thinks about them.

  10. Corporate Social Responsibility: if the brand you choose to study is a reputed one and a well-established one, chances are the brand engages in corporate social responsibility. Corporate social responsibility is nothing but how a brand is supposed to give back to society in the form of taking up certain social tasks to complete and bring change to our society. For example, you must have observed how big brands such as Unilever, Procter, and Gamble, etc will always be engaging in CSR activities. They could take up causes such as saving water, tree plantation, helping underprivileged children, nutrition and nourishment programs for children and women, women safety, skill training for people from rural areas, etc. One of the reasons why corporations are expected to do so is because they draw a lot from natural resources and thus it is important for them to give back to nature and society and this is something that every government has made mandatory in each country. 

  11. Events hosted by the Brand: keep a close eye on the events hosted because the events tell you a lot about how a brand responds in reality and works and moves in reality. Whether it was a tightly knit event with really fewer people attending or a massive event where every person ever associated with the brand attended, you must observe these key details because it says a lot about a brand’s work hard and party harder policy and keep the people associated with you happily. Events could be held for a product launch, bringing in a new ambassador for the brand, celebrating a milestone achievement, having company awards and recognition ceremonies, etc.

  12. Controversies and Challenges around the Brand: you must not only highlight all that glitters. You must also bring to notice the controversies that the brand was caught up in and how it managed to come out of it. Controversies and Crises that challenge a company’s reputation and need an immediate response say a lot about how prepared the brand is to save its name and come to the rescue. All other factors mentioned above may be important but crisis management plays the most crucial role. 

With this, we hope you will be able to draft and highlight all of the above-mentioned key points in your case study about a brand.

Keep it simple and precise and do not overload it with unnecessary information. Remember you must value the quality of your content over the quantity of it.



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