Barclaycard's Marketing Case Study Example | Topics and Well Written Essays - 3250 words

Barclaycard's Marketing - Case Study Example This research will begin with the statement that Barclaycard has been a success story of a creative media campaign sustained by a system of persistent value creation. Branding is a strategic approach adopted by organizations to create favorable perceptions about products among consumers. Barclaycard too adopted such an approach with a series of products including its debit card and the credit card. However, its subsequent success with the credit card came with the innovative brand value-creating efforts of t of brand value management. Some hitherto unheard of concepts were adopted by its management in order to innovate, reorient, strategically position and redefine its then existing strategic branding techniques. An articulate strategy of brand value creation along with a customer loyalty management approach was adopted in response to competitors’ threat to its core business. It was around this time that the management of the company realized the relative significance of a str ategic shift in its brand management and value creation approaches. Coupled with a mammoth advertising campaign, the company sought convincingly to introduce innovation, value for money and an individual value parameter as the new dynamic concepts in a customer-oriented promotion campaign. This strategic shift in company’s brand equity policy approach worked to such an extent that soon its rivals began to copy some of its fundamental principles... However its strategic environment as divided in to product and marketing strategy, competition strategy, growth strategy and financial strategy indicates that the organization has been faced with many constraints. Despite these constraints in its organizational environment, Barclaycard has successfully initiated some far reaching policy related outcomes. For instance Barclaycard related product and marketing strategy have been oriented towards achieving a series of positive mergers & acquisitions (M&A) related synergies including growth and competitive capabilities (Gaughan, 2007). This outcome is qualitativley and qunatitatively influenced by Barclay's M&A activity. IntroductionBarclaycard has been a success story of a creative media campaign saustained by a system of persistent vaslue creation. Branding is a strategic approach adopted by organizations to create favorable perceptions about products among consumers. Barclaycard too adopted such an approach with a series of products including its debit card and the credit card. However its subsequent success with the credit card came with the innovative brand value creating efforts of t of brand value management. Some hitherto unheard of concepts were adopted by its management in order to innovate, reorient, strategically position and redefine its then existing strategic branding techniques. An articulate strategy of brand value creation along with a customer loyalty management approach was adopted in response to competitors' threat to its core business. It was around this time that the management of the company realized the relative significance of a strategic shift in its brand management and value creation approaches.