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Long Live Taylor Swift - A Case Study on building and growing a brand through loyalty

Drago Mitzlaff, Joana
(2023)

Files

DragoMitzlaff_06362200_2022-23.pdf
  • Closed access
  • Adobe PDF
  • 2.22 MB

Details

Supervisors
Sofia Kousi
Faculty
Louvain School of Management
Degree label
Master [120] : ingénieur de gestion, à finalité spécialisée
Abstract
The present situation teaching case examines strategies used by singer/songwriter Taylor Swift to obtain a loyal fan community and to instigate in-class discussion on building and maintaining brand loyalty while balancing customer acquisition for growth. The case – developed using primary and secondary data – highlights the issues of long-term brand building, addressing the balance of retention and acquisition. It provides students with the necessary information to analyze Swift’s strategies for building loyalty, diagnosing her problems in maintaining this loyalty, and connecting with the younger GenZ audience, thus, urging students to develop ways to maintain loyalty while investing in new customer acquisition.