Team Barloworld: Building a Global Brand

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CASE STUDY. The objectives of this case are to generate learning about the principles of successful sponsorship and its role as a tool in the marketing mix.

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Description

Team Barloworld: Building a Global Brand: Abstract

Team Barloworld: Building a Global Brand is a case study by Mark Peters and Stephanie Townsend.

It was July 2008 and the Tour de France had just finished. Barloworld Ltd, an industrial brand management company, had sponsored one of the teams that took part – named Team Barloworld. It was a team that had proven extraordinarily successful in 2007, earning the Barloworld brand significant global brand awareness and publicity. However, one of the Team Barloworld cyclists in the 2008 Tour de France had tested positive for doping, potentially compromising two of the Barloworld brand values, namely honesty and integrity. Now Chris Fisher, head of corporate marketing at Barloworld, had to make an urgent decision about the future of the sponsorship.

Multi-part case

  • Part A
  • Part B: Epilogue (only available with a Teaching License purchase)

Teaching objectives

The objectives of this case are to generate learning about the principles of successful sponsorship and its role as a tool in the marketing mix.

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