Building Brand Equity as A Dynamic Capability during Gautrain Public–private Partnership Patronage Guarantee Controversy
Morris Mthombeni, Michele Ruiters, Caren Brenda Scheepers, Hayley Pearson
Informasi Umum
Kode
24.10.205
Klasifikasi
658.405 6 - Crisis management
Jenis
Case Studies
Subjek
Crisis Management
No. Rak
Dilihat
203 kali
Informasi Lainnya
Abstraksi
On 20 March 2020, in Johannesburg South Africa, Dr Barbara Jensen Vorster, the head of corporate communications and marketing at the Gautrain Management Agency, was considering her dilemma of how to manage stakeholders at a time when the patronage guarantee was under question. The nature of the Gautrain PPP transport contract entailed a revenue guarantee that was called a patronage guarantee. How did they build their Gautrain brand equity during the Gautrain PPP patronage guarantee controversy? This case study highlights the perspectives of multiple stakeholders which places the Gautrain brand equity under strain. The Gautrain brand identity was created to project an integrated, overarching brand position for the construction project and later the operating company. The logo illustrated Africanisation, and the slogan “For People on the Move” represented a modern collaborative approach. Upholding the status of the brand is an important quest for the corporate communications and marketing team, and therefore the issue around the patronage guarantee must be addressed. This case study illustrates contrasting views about the Gautrain being elitist versus the rapid rail train enabling economic prosperity. The pro-prosperity versus pro-economic development values were at the heart of the different opinions around the patronage guarantee. Students are therefore confronted with their own values while the case study aims to drive an awareness or consciousness around these issues in an emerging market.
Koleksi & Sirkulasi
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Pengarang
| Nama | Morris Mthombeni, Michele Ruiters, Caren Brenda Scheepers, Hayley Pearson |
| Jenis | Perorangan |
| Penyunting | |
| Penerjemah |
Penerbit
| Nama | Emerald Publishing Limited |
| Kota | New York |
| Tahun | 2024 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
