A reserve currency (or anchor currency) is a currency that is held in significant quantities by governments and institutions as part of their foreign exchange reserves. Feb 11, 2016. In this course we will develop a customer-based perspective on brand equity in order to understand how strategic brand and. All assignments should be printed on standard-sized white paper and should have a word count (for the. EILEEN FISHER: Repositioning the Brand (HBS 9-512-085) – March 10. Jul 19, 2017. Small-scale retailers in the fashion industry, sustainable retailing in luxury fashion brands, sustainable retailing. “green” words, however, causes confusion for both companies and consumers [69]. Some brands (e.g., Filippa K, Eileen Fisher, Boomerang, and Katvig) try to develop new retail.
Description Well-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to younger women. But, repositioning the brand has proven to be harder than expected. This case explores the challenges of appealing to new target markets, without alienating existing customers. The case follows Eileen Fisher's initial forays into social media as they chase a younger demographic, and demonstrates the opportunities and pitfalls that await big brands when they enter the world of Web 2. Nascar Heat Skin Template For Second more. 0.
Learning objective: The case can be used in a marketing management course in a module on branding strategy or in a brand management course. The case allows for a robust discussion of the main topics related to brand management: brand meaning management, brand equity, brand repositioning, target market selection, brand storytelling, and branding in social media. The specific teaching objectives include: To learn how to analyze a brand's meaning (brand associations, brand personality, brand biography, and brand stories). To expose students to the challenges of repositioning an established brand. To explore the risks of brand change to brand equity and to evaluate the changing asset value of an established brand. To identify branding strategies such as brand architecture, sub-branding, endorser branding, and managing portfolios of brands that allow companies to target multiple and diverse consumer target markets.
