Marketing Case Study: New Belgium & NASCAR

This case study presents two distinct marketing challenges: one focusing on New Belgium Brewing's expansion and branding strategies, and the other on NASCAR's efforts to maintain its position in the face of economic downturns. For New Belgium, the analysis centers on their communication strategy evolution, the implications of their 'Brand Manifesto,' and the challenges of maintaining brand resonance across diverse geographical locations. The questions posed require students to analyze the company's decision-making process, particularly regarding messaging and media selection. The NASCAR case study delves into the brand's overall marketing strategy, its response to economic challenges, and the potential for incorporating sustainability initiatives. Students are asked to evaluate the effectiveness of NASCAR's branding, propose strategies to mitigate economic downturns, and develop a branding plan for a new regional racing series, including naming, location selection, sponsorship opportunities, and integration with existing NASCAR events. The assignment requires critical thinking, strategic planning, and a comprehensive understanding of marketing principles.

Case: New Belgium Brewing (B)
This case discusses how New Belgium Brewing expanded its branding and communication strategy from
a focus on word of mouth and event sponsorship to include television advertising, web-based
communication, and social media. The development of New Belgium’s “Brand Manifesto” is reviewed,
along with the company’s decisions regarding media selection, messaging components, and advertising
production. Despite the company’s continued growth in terms of both distribution and promotional
complexity, New Belgium has remained focused on its core values of customer intimacy, sustainability,
whimsy, and fun.
1.
NBB seemed to agonize over the use of the word “folly” in its advertising campaign. What do you make
of the company’s struggle with this decision? Also, how do you personally feel about their use of the
word?
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2.
New Belgium’s focus on sustainability, whimsy, and fun is clearly rooted in its Colorado-based culture
and the ethos of its founders and employees. As New Belgium’s distribution continues to expand away
from that locale, how can the company make its branding and messaging resonate with consumers in
different parts of the country?
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3.
NBB’s management is interested in creating a new television ad to coincide with the opening of its new
brewing facility in Asheville, NC. How would you approach this task? Would the ad differ substantially
from the original? If so, how?

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Case: NASCAR
This case discusses NASCAR’s successful branding strategy and how it became one of the top sports in
America. The history of NASCAR is reviewed, followed by an overview of NASCAR’s marketing and
branding strategies. Despite its unparalleled success, NASCAR has faced a number of challenges and
criticisms over the past decade, most notably a loss of revenue. The case examines many of the
challenges that NASCAR must address if it is to sustain its branding juggernaut and retain its top spot in
the motorsports arena.
4.
Evaluate NASCAR’s branding strategy in relation to its overall marketing strategy. Could NASCAR have
done anything differently to insulate itself against the economic downturn?
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5.
Should NASCAR become more involved in sustainability initiatives? If so, how might that be tied in with
NASCAR’s branding strategies?
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6.

To increase fan interest and participation, NASCAR has decided to launch a regional racing series. The
idea is to hold races in regional areas to promote rivalries, increase fan attendance, and increase
sponsor participation. NASCAR has asked you to conduct a branding analysis of the regional series. What
should the series be called? Where will races be held? What companies will be interested in sponsorship
opportunities? How will the regional series fit in with larger NASCAR events?
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