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2010 and 2011, http://www.barco.com ; Rucci, A.J., Kirn, S.P. and Quinn, R.T. (1998), ‘ The Employee–Customer Profit Chain at Sears’, Harvard Business Review , 76(1),
82; the 2010 Employee Survey (HayGroup), and the Customer Loyalty 2011 Study, Focus on Digital Cinema (Synovate).QUESTIONS
- What branding strategy did Barco use in the past?
Which one is it currently using? - What are the advantages and disadvantages of the
current branding strategy? - Currently Barco is active in several markets. Would you
advise Barco to do more brand extensions in the future?
Would you advise it to focus on fewer markets?
4. What are the major strengths of the Barco brand?
5. Do you think Barco has a high Brand Strength Index?
What about its customer brand equity?
6. What communications tools does Barco use in its
‘Projecting the magic’ campaign? Do you think this
was a good choice? Why (not)? What else would you
suggest, if any?
7. To what extent is the campaign in line with the prin-
ciples of the new branding strategy?
REFERENCES 69M02_PELS3221_05_SE_C02.indd 69M02_PELS3221_05_SE_C02.indd 69 6/5/13 2:59 PM6/5/13 2:59 PM