Should EF launch a sub-brand to appeal to emerging women? To nascent women? Why or why not? Should the sub-brand include the EF name? Why or why not? Should EF change its existing brand to appear to merging women? Nascent women? Why or why not? Should EF reposition its brand to enhance its value proposition in the market? Specifically address the pros and cons of the following brand actions: Is brand equity increasing, decreasing or holding steady over time? How healthy is the EF brand at the time of the case? How do you know? Assess EF’s brand equity, using consumer perceptual metrics, brand performance metrics, and brand financial metrics to assess the asset value of the brand. How is the EF brand story embodied in its products, stores, employees, and marketing and advertising? How strong is the brand story? What are the core brand associations and meaning narratives associated with the brand? Following questions are answered in this case study solution Therefore, the case study asks for recommendations for the brand to grab the greater market opportunity. But the brand does not want to lose on the other segments of customers in the market. Eileen Fisher enjoys an amazing response from its existing customers and the brand is known for its high brand loyalty. Younger audiences could not relate to the brand at many levels and thus the brand lost it there. Due to the above mentioned facts, Eileen Fisher became famous in the US as the brand for older people. The models are usually real women sharing their personal experiences. The brand has always emphasized on natural looks which are completely visible in the advertisements too. The brand is known for its classy designs embodied in simplicity, grace, and elegance. The major target market of the brand is the baby boomer segment of women in the US. With 50+ store locations, Eileen Fisher is growing enormously with every passing year. Headquartered in New York, the brand came into existence in 1984. Eileen Fisher is a clothing brand in the United States.
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