Case study Chase Sapphire: Creating a Millennial Cult Brand, S. Santana, J. Avery, C. Snively

November 16, 2024November 16, 2024 Discipline: Marketing

Case link: https://hbsp.harvard.edu/product/518024-PDF-ENG


Please ensure your case write-up is clear, concise, and well-structured, with an average length of 3-4 pages. Be sure to cite your sources appropriately. I encourage you to share your opinions and demonstrate how you can apply the concepts we’ve covered in class. In order to appropriately open the case and address its key issues, please answer the questions below, which will serve as a guide:

1. What is your assessment of the Chase Sapphire Card? Is this a good product for JPMorgan Chase? What about the Sapphire brand? Why or why not?

2. What value does Chase Sapphire Reserve deliver to its customers? How is it differentiated from competitors?

3. How was Chase Sapphire Reserve able to be successful in acquiring customers? Do you think this success will last over time? Why or why not? What changes would you make to the customer acquisition strategy?

4. What promotional strategy was used to leverage the brand and build loyalty?

5. What lessons can you take from the Chase Sapphire Reserve launch for building a cult brand that is popular with millennials?

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