The document discusses branding strategies for two case studies - Spalding and Eaton Vance. For Spalding, the strategy was to reposition it as the highest quality brand of authentic sporting goods equipment through a new brand vision and identity focused on respect for the game and equipment for superior performance. For Eaton Vance, the strategy was to expand their financial brand into an advisory institute that helps high-end advisors develop unique solutions and strategies for affluent clients through innovative programming.