Case Number: 5-407-750, Year Published: 2007
HBS Number: KEL314
Brand Positioning, Strategic Alliances, Retail Marketing, Co-Branding
This exercise asks students to develop criteria that Target Stores should use in evaluating strategic brand alliances to support its positioning as a store where you can “Expect More. Pay Less.” Students are then charged with proposing a new strategic partner for Target that meets the criteria they identify. Background information about the Target “guest” and past strategic alliance is provided.Learning Objective: The case is designed to help students appreciate how brand positioning both guides and is affected by a firm’s strategic partners.
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