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Positioning Carly Fiorina in 2016: The Citizen Leader
Whitler, Kimberly A.; Yemen, Gerry Case M-0896 / Published November 6, 2015 / 17 pages.
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Product Overview

The material in this case can be used to determine brand positioning and brand essence statements in the context of presidential campaigns. The case presents the 2016 nominating process where 18 major contenders were vying to be the Republican Party's presidential candidate. The challenge is focused on Carly Fiorina who was largely unknown and faced obstacles that more familiar candidates did not. To make it to the finish line, she would need to find a way to break through the clutter and become known. But being known was only part of the challenge. The other challenge was figuring out how to position Fiorina such that she was meaningfully different from the other candidates and yet quite compelling and relevant for the target voters. To do this, her team would have to identify the best target (e.g., demographically and psychographically) and then determine the strategic brand positioning (i.e., brand essence statement).

Learning Objectives

Explore the building blocks of brand positioning statements. Identify critical elements of brand management. Execute against an existing brand image.

  • Overview

    The material in this case can be used to determine brand positioning and brand essence statements in the context of presidential campaigns. The case presents the 2016 nominating process where 18 major contenders were vying to be the Republican Party's presidential candidate. The challenge is focused on Carly Fiorina who was largely unknown and faced obstacles that more familiar candidates did not. To make it to the finish line, she would need to find a way to break through the clutter and become known. But being known was only part of the challenge. The other challenge was figuring out how to position Fiorina such that she was meaningfully different from the other candidates and yet quite compelling and relevant for the target voters. To do this, her team would have to identify the best target (e.g., demographically and psychographically) and then determine the strategic brand positioning (i.e., brand essence statement).

  • Learning Objectives

    Learning Objectives

    Explore the building blocks of brand positioning statements. Identify critical elements of brand management. Execute against an existing brand image.