The case examines the strategic branding dilemma Industry Super Australia (ISA) faced in 2025. ISA was an industry association representing profit-to-member pension funds (referred to as superannuation or super funds in Australia). Over 20 years, ISA had developed the highly successful Industry SuperFunds brand, which was instrumental in propelling the growth of profit-for-member funds from marginal players in the market in 2005 to market dominance in 2025. With industry funds now dominant in the market, chief executive officer Alana Burnside must lead a board discussion on the future of the Industry SuperFunds brand. She considered three options: continue the existing branding strategy, evolve the brand to reflect changing consumer expectations, or retire the brand altogether.
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