Case Study: Chase Sapphire: Creating a Millennial Cult Brand

Using the case study above, please answer the question below:

3. Over time, the Sapphire brand has evolved from a single product (Sapphire launched in 2009) to a three-item product line as shown in case Exhibit 5. Going forward, how would you manage the Chase Sapphire brand and product portfolio? Following is a list of sub-questions/issues to consider when answering this question. Does Chase have the right number of products in the line? Are the features of each product the right features? What changes, if any, would you make to the Chase Sapphire Preferred card given Chase Sapphire Reserves success? What would you do with the no-fee Chase Sapphire product? What, if any, changes should be made to the Chase Sapphire Reserve card? In answering this question/sub-questions, make sure to include at least one concept discussed in this course as they relate to the case.