Case Detail

Case Summary

Zopa: Time for a Brand Redesign?

Case Number: 5-317-503, Year Published: 2017

HBS Number: KE1040

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Authors: Neal Roese; Andrea Meyer

Key Concepts

Advertising, Branding, Marketing Communications, Reputations

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.

Learning Objectives

Students will use a framework to make decisions about brand design changes as a function of brand strategy; determine specific brand design changes based on changes in brand strategy, encompassing changes in value proposition or scope and also challenges in some or all of the 5Cs; and understand key considerations in making brand design changes, particularly those of a psychological nature (increasing memorability) rather than legal (enhancing protectability under the law).

Number of Pages: 9

Extended Case Information

Teaching Areas: Marketing

Teaching Note Available: Yes

Geographic: United Kingdom

Industry: Peer-to-peer lending

Organization Name: Zopa

Decision Maker Position: Brand and communications manager

Decision Maker Gender: Female

Year of Case: 2015