JBL × Doja Cat: Branding Through Culture-Making

Sheri Lambert, Amy Lavin

商品編號：W40167
出版日期：2024/12/19
再版日期：2025/12/02
商品來源：
商品主題：Marketing
商品類型：Case (Field)
涵蓋議題：pop culture;digital marketing;marketing;disruptive marketing;brand storytelling;brand positioning;social media buzz;Gen Z consumers;cultural branding;influencer partnerships;social media marketing;community building;brand authenticity;JBL collaboration;consumer engagement;marketing strategies;storytelling techniques;brand value creation;mass marketing;brand relevance
難易度：4 - Undergraduate/MBA
內容長度：19 頁
地域：United States
產業：
事件年度：2023

In 2022, Doja Cat walked the red carpet for the sixty-fourth annual Grammy Awards in Las Vegas, Nevada, wearing a blinged-out JBL speaker as her only accessory. Chris Epple, vice president of marketing in the lifestyle division of JBL’s parent company, Harman International Industries Inc. (Harman), had realized a huge win with the Doja Cat collaboration. A year after the Grammy Awards, in March 2023, Epple contemplated what was next. He knew this had been the right partnership at the right time, but his greatest concern now was maintaining the social media buzz and continuing to build community around the brand. He wondered how JBL should manage future partnerships and collaborations to keep its target Generation Z consumers engaged and the brand story relevant.

教學手冊：JBL × Doja Cat: Branding Through Culture-Making - Teaching Note
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