Question: Over time, the Sapphire brand has evolved from a single product ( Sapphire launched in 2 0 0 9 ) to a three - item

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? 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 product given Sapphire Reserve's 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?

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